COMPUTER COUTURE

TitleCOMPUTER COUTURE
BrandHEWLETT-PACKARD SINGAPORE
Product / ServiceMINI NOTEBOOK
CategoryA02. Best Use of Magazines/Newspapers
EntrantZENITHOPTIMEDIA Singapore, SINGAPORE
Entrant Company:ZENITHOPTIMEDIA Singapore, SINGAPORE
Media Agency:ZENITHOPTIMEDIA Singapore, SINGAPORE

Credits

Credits

Name Company Position
Jacqui Lim Zenithoptimedia Singapore Media Director
Stella Tai Zenithoptimedia Singapore Senior Media Manager

Results and Effectiveness

HP Vivienne Tam Mini broke into the fashion world like a storm, earning it's status and buzz as the first-ever designer digital clutch! All units were sold out within 2 months of the launch and many more were in the waiting list in the third month! Massive publicity and coverage were garnered across more than 23 high profile fashion and lifestyle media. More than 200 fashion blogs, forums and portals were buzzing about it and 4,500 connections were established on the web space, endorsing that we had successfully launched the concept of computer couture to the world!

Creative Execution

We ditched the predictable route of launching a laptop within IT media and zoomed straight into high brow fashion magazines. Seeding the Desire: Identifying celebrities, models, stylists and fashion editors as individuals with fashion authority, we invited them to an elaborate showcase of Vivienne Tam's dresses where they were also treated to an experiential session of clutching and feeling the notebook. Harpers Bazaar, Elle and ICON were the key partners invited to witness how opinion leaders were fawning over it! Spectacular ads and editorial spreads were flashed across their magazines, endorsing the concept of how computers can be cult fashion couture. Escalating The Desire: To increase engagement, limited edition red packets modelled after the Vivienne Tam Mini were inserted into Harpers Bazaar to drive peer-to-peer buzz during the Chinese New Year when these fashionistas give out red packets to their community of socialite friends.

Insights, Strategy and the Idea

HP launched its first-ever mini notebook that was created in collaboration with a top fashion designer, Vivienne Tam. Given it's feminine ergonomics and designer features, we were clearly talking to a very vertical audience of Fashion Elitists who were discerning and hard to engage. Our tasks were clearly to break into the highly competitive fashion scene, steal the limelight and rake in the dollars! This meant competing with the likes of Louis Vuitton in terms of establishing our laptop's desirability and fashion status. However, insight has shown that luxury designer purchases were driven by DESIRE, not reason. In order to make our product the ultimate fashion icon, we had to seed the desire among opinion leaders who only read high fashion magazines. Our big idea was to introduce the concept of "Computer Couture" to the world as a springboard to enter the glitzy fashion universe!