HP Design & Branding DON'T STOP by Publicis iStrat Gurgaon

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Industry Computers & Computer Accessories, Batteries
Media Design & Branding
Market India
Agency Publicis iStrat Gurgaon
Art Director Raylin Valles, Rajit Gupta
Copywriter Emmanuel Upputuru, Sudhir Das
Illustrator Amicollective
Released March 2010

Credits & Description

Category: Posters
Product/Service: TRAVEL BATTERY
Date of First Appearance: Mar 28 2010 12:00AM
National Creative Director: Emmanuel Upputuru (Publicis Communications)
Senior Creative Director: Anindya Banerjee (Publicis Communications)
Art Director: Raylin Valles/Rajit Gupta (Publicis Communications)
Copywriter: Sudhir Das/Emmanuel Upputuru (Publicis Communications)
Illustrator: Amicollective (Amicollective)
Account Manager: Bhawika Chhabra (Publicis Communications)
Media placement: Posters - In and around business appliance stores - Jan 2010 - Till Date

Describe the challenges and key objectives
Key objectives: a) To drive home the message that if you're a professional who runs around all day, this is one product you can't afford not to have. b) Stand out in a cluttered IT accessories marketplace.

Describe the brief from the client
The product allows users to extend the battery life of their HP notebook. Thereby making it the perfect business accessory for professionals who are always on the go and can't afford to stop to recharge their notebook.

Describe how you arrived at the final design
We chose illustration because we felt it was funnier and also to distinguish it from the 'clean' and minimalistic advertising that dominates the segment. We chose professions which require you to run around all day. And then dramatise (funnily) the consequences of stopping. Once the professions were chosen, it was a simple matter of choosing the most dramatic (and funny) elements associated with it and using them as part of the design.

Give some indication of how successful the outcome was in the market
In the cluttered IT accessories market, the advertising stood out and caused consumers to take notice. There was a significant increase in consumer inquiries for our product, even among consumers who were not looking to buy 1.