Results and Effectiveness

The campaign garnered great results in terms of both buzz and sales. A total of 293,000 Singaporeans attended the roadshow, which is above the average weekly traffic to Vivocity. We also had a 100% pick-up rate for all 2,000 pieces of hangers with close to 80% redemption. PR coverage was extensive and valued at more than $100,000. Blogger outreach was also successful with postings from invited bloggers and local artists; this resulted in positive word-of-mouth about the event on social media. Last but not least, we surpassed our sales target of 100 units sold by 40%.

Creative Execution

The “Touch The Future, Now” event was held from 8-12 July 2009 at Vivocity. The centerpiece of the event was a Light Show Extravaganza, a first-in-Singapore breathtaking light and 3D projection show. Projected within the visual of an HP TouchSmart PC on the façade of VivoCity, the Light Show enticed with illustrations and interpretations of the future from 5 local artists revolving around 5 key areas - music, art, communications, gaming and the cityscape. Limited edition notebook skins were also produced from the local artists’ visuals for the light show. A sales roadshow was held concurrently where we showcased the whole range of Touchsmart products. We also invited Singaporeans to tell us their wishes for the future by keying in their wishes via the HP Touchsmart PC stations, taking a picture with the webcams provided and have their wishes displayed on a huge indoor screen.

Insights, Strategy and the Idea

As one of the leading IT companies in the world, Hewlett-Packard is committed to developing “future technology” products; visionary products which will change the way consumers live and work, and experience tech. In line with this vision, HP developed "Touchsmart" series of tablet PC laptops and desktop computers, which harness the use of cutting-edge touch technology. With the HP touchsmart series, we need to develop a special event which allowed us to reclaim our leadership position as one of the true innovators in touch technology. In view of our objective, we knew that the usual advertising campaign is not going to cut it. We needed a platform where we can engage consumers around something meaningful to them, whilst positioning HP as innovators and leaders in technology. Hence, we decided to focus efforts on an experiential event cum roadshow centred around the theme of “Future”.