Title | HP NOTEBOOK'S KUCH KARNE KA FILM |
Brand | HP NOTEBOOKS |
Product / Service | HP ENVY 14 LAPTOPS |
Category | A01. Consumer Goods |
Entrant | HP INDIA SALES PVT. LTD. Bengaluru, INDIA |
Idea Creation | LOWE LINTAS Gurugram, INDIA |
Name | Company | Position |
---|---|---|
Manzoor Alam | MullenLowe Lintas | Creative Head |
The challenge was two-fold 1. CATEGORY LOSING RELEVANCE: PC & laptops as a category was noticing a decline in relevance with search scores at an all-time low 2. BRAND SCORES NOTICING A DROP: Brand scores across key metrics like salience, youth connect were eroding. HP TOMA had dropped by 9 points; branded search had dropped from 100 to 58 points. And thus, this was a campaign with critical responsibilities on its shoulders. The campaign had the mammoth task of reigniting interest in the brand as well as the overall category. KPIs set included: 1. Heighten relevance of laptop and PC category. Success to be gauged by improvement in search scores 2. Strengthen interest in brand. Success to be gauged by improvement in key brand index scores like salience, differentiation and meaningfulness 3. Strengthen youth connect. Success to be gauged by values associated with brand HP