Adsarchive » Promo , Case study » HP » TOUCH THE FUTURE NOW


Pin to Collection
Add a note
Industry Computers & Computer Accessories
Media Promo & PR, Case study
Market Mexico
Agency SQUAD
Director Adrian Goya
Released June 2009

Credits & Description

Category: Best Use of Outdoor
Advertiser: HP
Product/Service: COMPUTERS
Agency: SQUAD
Date of First Appearance: Jun 23 2009 12:00AM
Entrant Company: PHD , Mexico City, MEXICO
Director: Adrian Goya (Squad)
Regional Account Service Director, LATAM: Jorge Arturo Gutiérrez Díaz (PHD Mexico)
Integrated Planning/ Marcom Americas: Jorge Oriza Cano (Hewlett-Packard Company Mexico)
Marcom PSG Consumer Mexico: Roberto Senties (Hewlett-Packard Company Mexico)
Media placement: Outdoor - Billboard - 23/06/2009

Results and Effectiveness
“It was about raising the awareness bar for TouchSmart in Mexico, rather than reaching for sales numbers directly. Furthermore we were looking for the best way of creating WOM - showing the product benefits,” says Jorge Oriza, Media Director LATAM. UP 20% Top of Mind Awareness (42% to 51%) UP 40% Brand Image (53% to 74%) UP 32% Brand Consideration (53% to 70%) Over 120,000 people watched live in 4 weeks. 5 million people watched on YouTube. 15% higher search volume index for TouchSmart after the campaign on Google. A phenomenal amount of free PR in local press was generated.

Creative Execution
On a 20x26m giant poster in front of the most popular mall in Mexico City we provided an entertaining extension on their way from the parking places and back. An HP TouchSmart screen was projected directly from a real TouchSmart screen. To really show the sophistication of the touch technology, a former acrobat (Cirque du Soleil) performed a specially created choreography simulating finger movements 30m up in the air. Every motion of the performer’s actions ended precisely with the appropriate motion being projected onto the projected touch-screen. He showed the infinite possibilities of the TouchSmart, ie. they flipped photos, zoomed-in and drew paintings on the screen. All was executed using the latest motion tracking technology, carried out for two hours every day for a month, no matter what the weather conditions were. Touch computing on the largest scale ever seen in Mexico.

Insights, Strategy & the Idea
Educate people about the touch technology and showcase the benefits. Make people fall in love with the ideas and possibilities that TouchSmart offers. In the middle of the crisis 59% of the population believed that the coming months would economically be the same or worse. As a result, we saw an increasing trend towards people spending more time in their homes. At the same time, we noticed that over 40% of people stopped buying new computers /accessories or upgrading what they currently had. We focused on Mexicans with a higher socio-economic level. These people are mainly interested in having these products to boast to their friends or be in vogue, further they like to be entertained using every opportunity to escape their daily routines for as long as possible. The strategy and idea: Media extends the gap of entertainment before and after our target group´s retail therapy - escaping their daily routines.