Results and Effectiveness

This event was featured in a great number of media outlets. In one week, 96,000 people visited the HP campaign site, and became believers in the HP brand message to “express yourself”.

Creative Execution

A mirror-like monitor was installed on the outer wall of an H&M store in Shibuya. When you stand in front of it, it automatically changes your clothes or hair style into something individualistic. A message was sent to “express yourself with HP.” By holding a cell phone to a QR code you could register on the HP campaign site.

Insights, Strategy and the Idea

The global corporate slogan of HP is “The Computer is Personal Again”! For years, HP Japan has been trying unsuccessfully to establish a brand image among young people that HP is a PC brand that lets you express yourself. We felt that a prime location to communicate a message to young people to be more individualistic and “express yourself” was to use a fashion-brand store in Shibuya as our media, because more young people go to Shibuya than anywhere else in Japan, and because fashion is also a means of expressing your individuality.