|Brand||HP INC AUSTRALIA|
|Product / Service||HP SPECTRE X360|
|Category||B07. Events & Stunts|
|Entrant||EDELMAN Sydney, AUSTRALIA|
|Idea Creation||EDELMAN Sydney, AUSTRALIA|
|PR||EDELMAN Sydney, AUSTRALIA|
|Alex Lefley||Edelman Australia||Director|
|Fern Canning-Brook||Edelman Australia||Managing Director|
|Rochae Gauci||Edelman Australia||Account Executive|
|Thomas Landers||Edelman Australia||Account Director|
We selected renowned Creative Technologists, Toby & Pete, to join HP and VICE to develop an interactive, social-by-design activation inspired by the Brothers TVC and Sound in Colour App. Our brief to them was simple: “Explore your interpretation of ‘Spectre’: the shadow of a feeling, a sense of something you can't put your ﬁnger on.” We asked them to reinvent what people think of as sound using interactive visuals as the primary output.
The partnership with Creative Technologists, Toby & Pete led to an interactive installation called Spectorium that allowed performers and general attendees to interact with the lights via the laptops on display. Launched during Art Month at Art at Night in an incredible venue – an old jail block – the show featured music by renowned DJ Race Banyon, with Spectre x360s acting as an interface, allowing people to turn bass, instruments and percussion into colours and shapes, beamed down from above the audience. To bring this to life, a mix of editorial and social content was created for amplification across HP, VICE and Art Month channels to gain reach amongst the wider audience nationally. This was supported by a paid media campaign that delivered content.
Over 1000 people attended the event in person, with an additional 5m reached through social media channels and an average engagement rate of 10% - well above the 3% KPI for the campaign. Most importantly our post campaign metrics showed a significant shift in brand engagement with our target audience: • 97% saw HP as cutting edge with 57% saying they viewed HP more cutting edge as a result • 86% shifted on one or more brand metrics • 57% said they saw HP as more innovative as a result (with over half originally not viewing HP as innovative prior to the activity) • 47% of mac users said they were more likely to consider HP post campaign • 1/3 of mac users said they’d be prouder to own an HP following the campaign
The media landscape in Australia is shifter quicker than ever before – the heart of PR is to earn attention by telling brand stories whilst targeting our audience. To drive meaningful engagement between HP and media that our audience engage with, we needed to evolve the way we approach the challenge. Rather than engage with multiple media, we worked with one media outlet to create an authentic experience that was brought to life through behind the scenes storytelling, editorial and an event. Ultimately taking over their channels and driving earned conversation between the brand and their target audience directly.
Mature Millennials see HP as an ‘uncool’ brand, because the main places you see HP products in are ‘uncool’ environments, corporate workplaces, school libraries, laptop line-ups on retailers shop floors. Our opportunity is to change the way these people see the HP brand by changing where people see HP products. HP alone can’t do this – we need to partner with leading experts in media aimed at mature millennials. We needed to surprise them by delivering something unexpected from HP in the media channels they trust. We selected VICE as our trusted, influential partner. Our partnership with the brand was grounded in authenticity – giving them the freedom to use their tone of voice to deliver real commercial outcomes without compromising storytelling. The Creators Project was selected as our host - a VICE channel an award-winning platform for a new era of culture and creativity, perfectly reaching our target audience.