The Brief

With workspaces’ getting smaller, the HP Z1 Workstation, the world’s first 27” all-in-one workstation, delivers workstation performance without compromise. For its launch, HP Singapore aimed to fulfill the following objectives: i. Illustrate the key value propositions of the HP Z1 Workstation to the target audience ii. Create a communication strategy applied to cater to 5 different target segments: Architects, Animators, Designers, Engineers, Videographers. These creative builders are hands on people who love to create and put things together. In order to get their attention, HP knew they had to leverage on these insights.

Creative Execution

In the journey of assembling the cardboard table, the recipient discovers the key selling propositions of the HP Z1 Workstation; the simplicity of an all-in-one design, the tool-less chassis, and the actual space required with the HP Z1 Workstation. The recipient, using cardboard forks and no tools, can easily assemble the table, which comes as five separate pieces. The direct mailer, respecting the profession of its target audience, transforms into a functional table holding up to 30kg. Photos of the cardboard table, when juxtaposed with the teaser photos, further illustrated the space that one needs with the HP Z1 Workstation.

Describe the creative solution to the brief/objective.

How do we get the target audience to experience the luxury of space one gets to enjoy with the HP Z1 Workstation? We delivered the space to them. A cardboard direct mailer was issued to twenty creative builders inviting them to assemble their own workspace. When assembled, the direct mailer transforms into a cardboard table, redefining the space the recipient currently works in. The recipient is invited to share photographs of the creation on his or her social networks. These recipients were also previously invited to submit photos of their existing workspace. The photos served as a teaser on Facebook.

Results

Publicity from the recipients, through their personal network of people of similar tribes and passions, generated over 1,200 shares and 2,000 likes. The campaign was then picked up by internationally-acclaimed design and marketing publications, including Fast Company, Core77, Trendhunter, psfk, TheDieline, and NOTCOT. In just over 6 weeks, a total of 79 million impressions were gained from Facebook, Twitter, Instagram, blogs, and publications, achieving over a million US dollars in advertising value.