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HEWLETT-PACKARD: THIN COVER
| See full size 674x981 px | |
| Released: | June 2008 |
| Avertiser: | HEWLETT-PACKARD |
| Agency: | PUBLICIS INDIA |
| Country: | INDIA |
| Category: |
Home electronics & audio-visual
|
| Awards: |
Cannes Lions 2008 Media Bronze
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Use of Media
Category: Best Use of Magazines
Title: THIN COVER
Advertiser/Client: HEWLETT-PACKARD
Product/Service: HP NOTEBOOK PC
Entrant Company, City: PUBLICIS INDIA, Gurgaon
Country: INDIA
Media/Advertising Agency, City: PUBLICIS INDIA, Gurgaon
Country: INDIA
Category: Best Use of Magazines
Title: THIN COVER
Advertiser/Client: HEWLETT-PACKARD
Product/Service: HP NOTEBOOK PC
Entrant Company, City: PUBLICIS INDIA, Gurgaon
Country: INDIA
Media/Advertising Agency, City: PUBLICIS INDIA, Gurgaon
Country: INDIA
Credit Details:
| Name | Position | Company |
| Sharique Khan | Art Director | Publicis India |
| Emmanuel Upputuru | Chief Creative Officer | Publicis India |
| Anindya Banerjee | Senior Creative Director | Publicis India |
| Anish Diddee | Copywriter | Publicis India |
Innovative Media Strategy:
The objective of this ad was to generate awareness for the HP Compaq 2510p Notebook in a market that was full of ad clutter. Since, this is a very thin machine, we decided to highlight its thinness to create an impact. Instead of spreading ourselves thin across media, we decided to pick one media and concentrate all the money there.
Creative Execution:
We created an ad that used the medium. It was a dummy cover in which select magazines were placed. From the outside it looked like a very thin notebook PC. This ad clearly suggested the thinness of the machine and aroused the interest of the audience by being different and breaking clutter.
Target Audience:
Our target consists of a set of people who like to stay updated with the latest gadgets and gizmos. They are driven by a desire to own products that are the slimmest, lightest, smallest etc. They are technologically savvy, open to new ideas and given the information, are willing to change or upgrade.
Effectiveness:
The ad successfully highlighted the dominant feature of this notebook - its thinness. HP outlets reported an increase in enquiries for this product. The number of hits on the HP site about this product went up by 16%.