HP Promo, Case study BORROW YOUR FANS by PHD Bogota

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BORROW YOUR FANS

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Industry Laptops, Netbooks, Tablets
Media Promo & PR, Case study
Market Colombia
Agency PHD Bogota
Director Ricardo Vega
Producer Mario Rincon
Released April 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: HEWLETT-PACKARD
Product/Service: ALL IN ONE PC
Date of First Appearance: Apr 10 2010
Entrant Company: PHD COLOMBIA, Bogota, COLOMBIA
General Manager: Yasmina Celis (PHD Colombia)
Account Manager: Pedro Rodriguez (PHD Colombia)
Innovation Director: Andres Benjumea (PHD Colombia)
Content Director: Dougan Daniel Villamil (PHD Colombia)
Account Director: Oscar Rodriguez (PHD Colombia)
Director: Ricardo Vega (Bones Productions)
Producer: Mario Rincon (Bones Productions)
Photography: Juan David Hernandez (Bones Productions)
Media placement: Radio - Calling - CRC Radio - RCN Radio - April 10 / 2010
Media placement: Internet - Facebook Likepage - Facebook - Content - April 10 / 2010
Media placement: Internet - Video Clip - YouTube - June 10 / 2010
Media placement: TV - Video Clip - MTV - Canal 13 - VH1 - July 23 / 2010
Media placement: TV - Free Press - CRC TV - RCN TV - Teleantioquia - July 28 / 2010

Insights, Strategy & the Idea
Hewlett Packard had to bring the All in One PC closer to a youthful target in order to increase sales. This computer has all the features in a single and slim device.

We know that young people love music and celebrities. This train of thought lead to our idea: what happens if we borrowed an artist's fans and made them ours?
But how can we do that?
Making a music video starring the fans and our All in One.

Creative Execution
First we chose the artist, Sebastian Yepes, a renowned Colombian artist known for his work in the musical field, besides he is like our All in One, he composes, sings and personally sells his own records.

Then we invited radio audiences to participate at our Facebook fan page where they would upload videos and interact with the artist through messages and wall posts. Even the All in One sent his own video and we started the brand introduction.

Finally, in June 2010, we launched the video "Cuando no queda nada" a story where All in One connected Sebastian Yepes to his fans and where we turned them into our fans too.

Results and Effectiveness
The video has been broadcasted more than 360 times on different channels like MTV, VH1 and PlayTV amongst others, without having the budget for TV coverage.

Over 365.000 views on YouTube to date and still counting. We received more than 40,000 USD worth of coverage.
Hewlett Packard passed from 22% to 35% in share of market. And the total cost of the campaign: 15,000 USD.