HP POWER TO CHANGE

Short List
TitleHP POWER TO CHANGE
BrandHEWLETT-PACKARD
Product / ServiceCORPORATE SOCIAL RESPONSIBILITY
CategoryA07. Best Use of The Internet/New Media, Including Mobile Phones, PDAs etc.
EntrantLEO BURNETT/ARC WORLDWIDE SINGAPORE, SINGAPORE
Entrant Company:LEO BURNETT/ARC WORLDWIDE SINGAPORE, SINGAPORE
Advertising Agency:LEO BURNETT/ARC WORLDWIDE SINGAPORE, SINGAPORE
Media Agency:PHD SINGAPORE, SINGAPORE

Credits

Credits

Name Company Position
Valerie Cheng Leo Burnett/Arc Worldwide Singapore Creative Director
Alan Leong Leo Burnett/Arc Worldwide Singapore Art Director
Lynn Chiam Leo Burnett/Arc Worldwide Singapore Senior Copywriter
Isaac Ho Leo Burnett/Arc Worldwide Singapore Copywriter
Nicholas Ng Leo Burnett/Arc Worldwide Singapore Senior Flash Programmer
Belinda Lu Leo Burnett/Arc Worldwide Singapore Senior Designer
Ivan Yeh Leo Burnett/Arc Worldwide Singapore Designer
Celeste Ang Leo Burnett/Arc Worldwide Singapore Designer
Joshua Ooi Leo Burnett/Arc Worldwide Singapore Senior Project Manager
Nazima Salleh Leo Burnett/Arc Worldwide Singapore Project Director
Joanne Goh Leo Burnett/Arc Worldwide Singapore Account Director
Ng Meikit Leo Burnett/Arc Worldwide Singapore Account Manager

Results and Effectiveness

In 6 weeks, the campaign received: - More than 500,000 visits - Over 19,000 widgets were downloaded - A whopping 127 countries participated in this global event - More than 19 tons of carbon emission reduced - Equivalent of 950 cars taken off the road Through the results and conversations around the campaign, HP is now seen as a truly innovative company that have managed to change many people's perception. It has shown that every small effort can make a difference and all of us have the ability to change the world for the better.

Creative Execution

The creative solution is simple. Simply download a unique desktop widget from the website which will remind you to turn off your computer at the end of each day. When you do this simple act everyday, the widget translates your action into positive environmental impact that you can see ie. cars of the road, energy saved etc. This information is updated on the website where you can see your collective impact amongst your friends, as a country and the rest of the world. To spread the word, email signatures, digital badges for Facebook and banners for your personal blogs are available for download. Press kits to journalists and Power To Change blog help maintain conversations around the campaign. Wall posters and keyboard reminder stickers were distributed as collaterals to remind everyone to play their part and turn off their computers at the end of each day.

Insights, Strategy and the Idea

Objective: 64% of PC users do not turn off their computers after use and it is estimated that there are more than a billion PCs in the world now. This leads to a huge amount of energy wastage that adds to the global carbon footprint. HP recognizes that it is not enough to create environmentally friendly products. As a leader in I.T., they need to educate and get people to use I.T. responsibly. Target Audience: All PC users, home and office. Insight: When we looked at people's attitude towards the environment, we found that they want to do their bit but feel that their single effort is not enough. With this insight, we created a campaign to encourage everyone to turn off their computers everyday and show them the collective positive impact when individuals come together.