RUNNING OF THE HANDS by Momentum San Francisco, twofifteenmccann San Francisco for HP

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RUNNING OF THE HANDS

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Industry Laptops, Netbooks, Tablets
Media Promo & PR
Market United States
Agency Momentum San Francisco
Agency twofifteenmccann San Francisco
Executive Creative Director John Waldschmidt
Creative Director Laurie Ahrens
Digital Creative Director Doug Wick
Released March 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: HEWLETT-PACKARD
Product/Service: TOUCHSMART LAPTOP AND DESKTOP COMPUTERS
Agency: MOMENTUM WORLWIDE
Agency: McCANN ERICKSON
Date of First Appearance: Mar 20 2009 12:00AM
Entrant Company: MOMENTUM WORLWIDE, San Francisco, USA
Account Executive: Andrea Pitchford (Momentum Worldwide)
Account Manager: Janet Sloan (Momentum Worldwide)
Retail Strategist/Account Director: Barbara Ellis (Momentum Worldwide)
Vice President Account Director: Erin McGee (Momentum Worldwide)
Executive Creative Director: John Waldschmidt (Momentum Worldwide)
Digital Creative Director: Doug Wick (Momentum Worldwide)
Creative Director: Laurie Ahrens (Momentum Worldwide)
Live Event Producer: Chris Manganelli (Momentum Worldwide)
Account Manager: Natasha Mirosnkoff (Momentum Worldwide)
Project Manager: Angela Fluchel (Momentum Worldwide)
Senior Art Director: Christy Drew (Momentum Worldwide)
Managing Director: Matt Matzen (Momentum Worldwide)
Account Director: Katherine Shattuck (McCann Erickson)
Account Executive: Aren Vosbikian (McCann Erickson)
Account Manager: Courtney Billingsley (McCann Erickson)
Media placement: Out Of Home - Times Square - 20 March 2009
Media placement: Unique Storefront Posters - Privately Owned Stores (Leases) - 20 March 2009
Media placement: Billboard - Double Decker Bus - 20 March 2009

Describe the objective of the promotion.
The objective was to create an experiential activation that delivered on HP’s desire to generate WOW in the marketplace. The end goals of the experience were to encourage product interaction while indelibly associating next-generation touch technology with the HP brand. By providing consumer engagement and driving traffic to retail predisposed to the HP TouchSmart product, the consumer could be further educated and informed. The event activation had a secondary task of exciting retailers and training and promoting the product with Retail Sales personnel, to prepare them for a new level of interest in the touch category.

Describe how the promotion developed from concept to implementation
Innovative, experiential marketing was timed with the launch of HP’s break-through TouchSmart multi-touch technology. To establish HP as the cornerstone to the technology, the activation was designed to drive category and product awareness. We drove traffic to retail through a layered series of tactics delivering on the strategy for HP by executing a multi-tiered event, encompassing live performance, brand ambassadors and street team product demo, in-store collateral, a touch-spin-and-win instant win game, literature distribution and a “text for your local retailer” program. The activation provided a national stage for the product launch at the “crossroads of the world,” Times Square.

Describe the success of the promotion with both client and consumer including some quantifiable results
We measured success in multiple levels of consumer engagement. Live event impressions reached 285,000 people and 138,150 (48%) were actively engaged in our stunt activation. Of 138,150 actively engaged, 36,889 (27%) interacted further 10,525 = watched a tutorial and/or talked with ambassador 5,811 = demoed product with ambassador 20,553 = received collateral driving to retail 1.5 minutes = average length of time spent with brand ambassador At Retail, 11 key locations featured custom collateral, display window and building wraps, adding over 250,000 impressions. Press coverage included EventMarketer.com, numerous blogs, YouTube video submissions and social media.

Explain why the method of promotion was most relevant to the product or service
This product brings new meaning to the idea “If you build it, they will come.” Hands-on experience with the TouchSmart left the consumer in awe of the idea, the interface and the image. The average consumer had experienced the successful HP Brand Campaign in the marketplace over the last couple years. The gloved HP “Hand” icon is the ultimate expression of touch and is highly visible in all above-the-line TouchSmart advertising. Our audience was captivated as they strolled by a unique performance combining this icon, well known NYC retailers, a fabulous product and the world-renowned acrobatic troupe, Anti Gravity.