POWER TO CHANGE by Leo Burnett Singapore for HP

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POWER TO CHANGE

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Singapore
Agency Leo Burnett Singapore
Creative Director Valerie Cheng
Art Director Alan Leong
Designer Celeste Ang, Ivan Yeh
Released June 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: HEWLETT-PACKARD
Product/Service: CORPORATE SOCIAL RESPONSIBILITY SCHEME
Agency: LEO BURNETT/ARC WORLDWIDE SINGAPORE
Date of First Appearance: Jun 2 2009 12:00AM
Entrant Company: LEO BURNETT/ARC WORLDWIDE SINGAPORE, Singapore, SINGAPORE
Entry URL: http://www.practicalmagic.com.sg/hp/p2c/advertising/
Creative Director: Valerie Cheng (Leo Burnett/Arc Worldwide Singapore)
Art Director: Alan Leong (Leo Burnett/Arc Worldwide Singapore)
Senior Copywriter: Lynn Chiam (Leo Burnett/Arc Worldwide Singapore)
Designer: Celeste Ang (Leo Burnett/Arc Worldwide Singapore)
Designer: Ivan Yeh (Leo Burnett/Arc Worldwide Singapore)
Senior Flash Programmer: Nicholas Ng (Leo Burnett/Arc Worldwide Singapore)
Account Director: Joanne Goh (Leo Burnett/Arc Worldwide Singapore)
Account Manager: Ng Meikit (Leo Burnett/Arc Worldwide Singapore)
Project Manager: Joshua Ooi (Leo Burnett/Arc Worldwide Singapore)
Regional Digital Director: Nick Handel (Leo Burnett/Arc Worldwide Singapore)
Senior Project Manager: Jaslyn Choong (Leo Burnett/Arc Worldwide Singapore)
Media placement: Campaign Website - Online - 02 June 2009
Media placement: Desktop Widget - Online - 02 June 2009
Media placement: Digital Badges - Online - 02 June 2009
Media placement: Campaign Blog - Online - 02 June 2009
Media placement: Facebook Community - Online - 02 June 2009
Media placement: EDM - Online - 02 June 2009
Media placement: Online Banners - Online - 02 June 2009

Describe the brief/objective of the direct campaign.
Only 36% of office based PC users turn off their computers every day. The environmental impact of this is staggering. In the US alone, it’s the carbon equivalent of an extra 2.5 million cars on the road every year. The HP Power to Change Campaign was launched in June 2009 to encourage users to commit to turning off their computers at the end of each day. With this campaign, HP not only hopes to affect individual user behaviour and attitudes towards energy wastage, but also inspire the long-term adoption of an environmentally sustainable lifestyle for the community as a whole.

Explain why the creative execution was relevant to the product or service.
We approached the brief with a very relevant issue that is contributing negatively to the environment, one which HP can own as an I.T. leader. By higlighting a simple action which anyone can achieve and recognizing that people need to see immediate results for their actions, the widget was the simple yet effective solution for everyone to keep track of their actions. Through this campaign, we've created a permanent asset for HP which sits on any computer, Mac and PC and this utility lives pass the campaign period by reminding users to switch off their computers everyday after use.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The campaign was launched through HP Employees worldwide via an email from their senior management. As representatives of the organisation, they show their support for this movement by referring their friends and relatives via an online tell-a-friend tool which sends out personalized edms. The PR kits and minimal media buy was released later in the campaign to support it. Almost the entire budget for the campaign was dedicated to building the best widget, email, website that would not hinder participation and deliver the response we need. The creative solution was simple: just download a unique desktop application from the website. Besides reminding you to turn off your computer at the end of every day, the widget registers how often you are turning off your computer and, by comparing it against a global benchmark, translates this into an environmental impact (e.g. number of cars off the road). This information is updated on a global website, where you can view the collective impact of all widget down-loaders across the world, as well as that of your friends and your country.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We had achieved the following: 603,733 site visitors. Over 30,000 widgets downloaded from over 100 markets. 2,935 digital badges installed across 9 social media platforms. 331 mentions in official medi.a Over 700,000 clicks on Chinese bulletin boards And, most importantly, an average daily turn off rate of 59%, representing a saving of: 23 tons of CO2 emissions. 38,937 kwh of energy. 1,557 cars off the road.