HP Promo, Case study HP SUMMER MEDIA CAMPAIGN by Omnicom Media Group

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HP SUMMER MEDIA CAMPAIGN

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Industry Laptops, Netbooks, Tablets
Media Promo & PR, Case study
Market United States
Agency Omnicom Media Group
Released July 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: HEWLETT-PACKARD
Product/Service: NOTEBOOK COMPUTER
Date of First Appearance: Jul 12 2010
Entrant Company: PHD, New York, USA
Group Director of Strategy: Ashley Bahlmann (Omnicom Media Group)
Associate Director of Strategy: Mike Haywood (Omnicom Media Group)
Strategy Supervisor: Justin Fox (Omnicom Media Group)
Strategist: Callie Neyland (Omnicom Media Group)
Assistant Strategist: Ellen Griffin (Omnicom Media Group)
Group Account Director: Emily Ketchen (McCann Worldgroup)
Account Director: Catherine Shattuck (McCann Worldgroup)
Management Supervisor: Courtney Billingsley (McCann Worldgroup)
Director of Marketing Communications: Chris Sutter
Marketing Communications Manager: Michele Kennedy
Integrated Marcom Planning Manager: Adam Wardlow
Media placement: OOH - Digital Broadcasting Group, MySpace - 12 July 2010
Media placement: Gaming - XBOX (Guitar Hero, DJ Hero, Band Hero) - 12 July 2010
Media placement: TV - MTV, MTV2, VH1, Fuse, Music Choice, BET, Comedy Central, Adult Swim - 19 July 2010
Media placement: Online - Digital Broadcasting Group, MySpace, Vevo, YouTube, MTV, Pandora - 12 July 2010

Insights, Strategy & the Idea
Summer is the most competitive in the consumer PC category as companies typically launch new campaigns and increase media spend dramatically to target the youth population. In a cluttered marketplace with fierce competition, HP needed to break out from the pack. But how?

Research revealed the youth audience (aged 18-34) was cynical about “typical” advertising, but open to brands that reached them on their own terms and added value to their experience; they also were passionate about music. In HP’s quest to differentiate itself with this target market, they took their ability to “innovate through technology” and created a new sound-optimized notebook PC: the ENVY 14 NOTEBOOK WITH BEATS AUDIO, a high-end technology component included exclusively in select HP computers.

By focusing on the target’s passion for music, HP sought to positively change perception of their products and regain consumers’ purchase preference over that of their competitors.

Creative Execution
HP created HP- ownable experiences linking key benefits of HP’s ENVY 14 NOTEBOOK WITH BEATS AUDIO to the youth audience’s devotion to music:

• Creating new opportunities to experience music and sound like never before
• Providing exclusive access/content to enhance their music/video consumption experience
• Fostering like-minded connections between each other and with HP

The campaign wove HP’s ENVY 14 product story into the summer music landscape to reach the youth music enthusiast audience via multiple channels:

• The Concert Series Remastered: Concert events including Weezer, Big Boi, and One Republic in NYC, Miami and Atlanta;
• Deep Music Site Integrations: An Xbox-branded HP destination was created, complemented by dynamic “text to win” integrations with games including Guitar Hero.
• Social Activation: Social media advertising and applications on Facebook kick-started organic spread of HP’s campaign message.
• Video/TV Impact: Select music-focused properties (including MTV, and Music Choice) provided laser-focused reach of music enthusiasts.

Results and Effectiveness
The Summer Media campaign yielded over 1 billion impressions across all media, including:

• Captured over 63 million views of the recorded HP “Concert Series Remastered” webisodes that included Weezer, One Republic, and Train.
• Beat the industry online engagement rate by over 6%, achieving an 8.73% engagement/interaction rate.
• The Dynamic Logic Cross media study highlighted a lift among the target audience, who agreed that HP “offers the highest quality listening experience.”
• Brand preference and purchase consideration increased.