The Brief

Cinema theaters are going digital. Conventional movie projection systems are being replaced by digital technology. We saw an opportunity to capitalize on this shift and use this insight to reinforce HP's position as a pioneer in digital technology. By using the worldwide premiere of the movie 'AVATAR' a digital extravaganza in its own right, as a promo vehicle, we hoped to gain from the association.

Creative Execution

An increasing number of young technology enthusiasts put entertainment as a high priority. Movie theaters therefore seemed strategically the right place to connect with the target audience. And 'AVATAR' was just the right movie to use as a promo associate.

Describe the creative solution to the brief/objective.

We created a unique commercial to run exclusively in digital theaters across the city. We bought regular commercial slots for the movie 'AVATAR'. With the help of clever tie-ups with theaters, we manage to buy the last commercial slot before the movie starts. So when the HP commercial was played, patrons go the impression that the feature was being played on a giant HP computer.

Results

This innovative use of cinema advertising created a fair amount of buzz in the movie going community. The consideration score in the brand track went up from 30% before the campaign to 38% at the end of the campaign. The campaign generated over 12,000 calls with a conversion as high as 13.4 %. Close to 4,000 contacts were generated in 2 weeks. More importantly, the activity helped reinforce HP's position as a company in the forefront of the digital revolution.