HP: NEXT GENERATIONS

Short List
TitleHP: NEXT GENERATIONS
BrandHEWLETT-PACKARD AUSTRALIA
Product / ServiceCONSUMER ELECTRONICS
CategoryC01. Integrated Media Campaign
EntrantPHD Sydney, AUSTRALIA
Media Agency PHD Sydney, AUSTRALIA
Entrant Company PHD Sydney, AUSTRALIA
Media Agency 2 PHD Sydney, AUSTRALIA
Production Company HOODLUM WOOLLOONGABBA, AUSTRALIA

Credits

Name Company Position
Tara Rayner PHD Business Director
Tim Rogers PHD Investment Planning Director
Katie Mcelroy PHD Investment Planning Manager
Angela Rapley PHD Head Of Content

Results and Effectiveness

See confidential info.

Creative Execution

If you’re looking for the next generation of emerging talent, start with a next generation emerging media platform. We created a unique partnership with the Millennial music destination, Spotify … and created Emerge – a music discovery platform fueled entirely by HP. This gave us data that we used to discover unidentified talent … like the undiscovered 7bit hero … an indie ‘bitpop’ band who are experimenting with new ways of combining video games, concert visuals and audience interaction. Perfect for HP. Rather than making ads, we produced content that gave 7bit Hero a voice and told their story. Then we amplified that content through HP’s owned and Millennial-reaching paid media platforms … using cinema, digital outdoor screens, Gizmodo, YouTube, and of course Facebook, Twitter and Millennial favourite Instagram. And we of course underpinned it all with a rigorous always-on social measurement and optimisation strategy.

Insights, Strategy and the Idea

Millennials are a key audience for HP, but 52% didn’t even consider HP technology as relevant. This lack of consideration translated into lack of market-share. There was a credibility gap between the Next Generation of technology, and the Next Generation of people who would use it. Millennials are always on, always asynchronously connected; they have access to unprecedented tools to create and distribute content. It has never been easier to be discovered. But that’s not true. Because Millennials are so plugged in – and addicted – to their flood of content, it’s actually all too easy to get lost in the torrent. Our insight was that it’s actually never been harder to be discovered … changing that was the key to closing HP’s credibility gap. HP would find the most talented Millennials, and showcase what they were creating with HP’s Next Gen tech to entertain and inspire their peers.