Results and Effectiveness

Results showed an awareness in Folio13: •3,946 on air spots •13,000 turnout over 4 weekend roadshows •1,130 campaign responses - completed survey forms at roadshows •4,000 contest participants via the microsite at end of 6week contest period •3,600 unique visitors to microsite at end of 6week contest period •US$553,000 PR value generated (publications and social) •Campaign ROI of 537% (media+PR+sales/actual media cost) •89% of surveyed felt the Discovery collaboration boosted perception of HP's brand •80% of surveyed would consider buying HP notebooks after the campaign •There was a significant uplift in sales during the campaign period of this collaboration

Creative Execution

Discovery Channel’s top rated program – Mythbusters, had the highest network reach to the Target Audience –affluent tech-savvy consumers across Singapore, Malaysia, Indonesia and Thailand with special effects experts Adam Savage and Jamie Hyneman. The perfect platform to bust HP’s Ultrabook myths. Multi-touchpoints were utilised, riding on Discovery Network. •Aired on 30” TVC on Discovery Network’s SEA for 3 months. •Mythbusters Sponsorship for 6 weeks. (opening/closing billboard and trailers) •Online contest microsite http://www.discoverychannelasia.com/folio13. Traffic drivers on Discovery website •4x roadshows in each market, "Mythbuster Folio13 challenge", complete with point of sales •Local cable operator buys and Facebook pages Roadshows involved a Mythbuster challenge. Participants had to complete challenge booths and collect stamps to win prizes. Each booth featured a myth in the program, or an Ultrabook myth that Folio13 busted. The grand prize was a lucky draw, featuring a Folio13 Ultrabook and a visit to Mythbusters production studios, San Francisco.

Insights, Strategy and the Idea

HP's Ultrabook notebook - Folio 13; was launched in the midst of competitive Ultrabook activities. The insight was that consumers were not aware of the key differences between a notebook and an ultrabook. Folio 13 also provided further advantages over competitor ultrabooks so launching to market priced at a premium above all others seemed a tall order. Myths surrounding overall Ultrabooks were misconstrued. It was imperative to establish Folio13’s superiority from normal notebooks and Ultrabooks. Various brands differed in terms of technical specifications and creative messaging. Ultrabooks offer reduced size and weight without compromising on performance and battery life. The unique selling point (USP) of Folio13 vs other Ultrabooks was undoubtedly their claim of longest battery life of 9.5hrs, well beyond the average 7 hrs. However, Ultrabook advantages were too technical for the layman, and longer laptop life meant higher cost. Communications needed to justify the premium demanded.