HP Promo MANY HANDS FILM PROJECT by Saatchi & Saatchi Beijing

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Industry Laptops, Netbooks, Tablets
Media Promo & PR
Market China
Agency Saatchi & Saatchi Beijing
Executive Creative Director Dean Sciole
Creative Director Spens Liu
Art Director Kenny Liu
Released March 2010

Credits & Description

Category: Durable Goods
Advertiser: HP
Product/Service: PC
Date of First Appearance: Mar 6 2010
Entrant Company: SAATCHI & SAATCHI, Beijing, CHINA
Entry URL: http://www.hpmystage.com.cn/index.html
Executive Creative Director: Dean Sciole (Saatchi & Saatchi)
Creative Director: Spens Liu (Saatchi & Saatchi)
Account Director: Venus Lai (Saatchi & Saatchi)
Art Director: Kenny Liu (Saatchi & Saatchi)
Marketing Director: Wendy Liu
Marketing Manager: Grace Dong
VP Marketing: Robin Seow
General Manager: Michelle Jiang (Saatchi & Saatchi)
Interactive Designer: Zero Ma (Saatchi & Saatchi)
Media placement: Outdoor, 20 Cities, 400 Posters - Bus Shelter, On Campus Billboard, Metro - 1 March 2010
Media placement: Print, 3 Versions - Global Times, Sport Weekly, Vista, Modern Weekly, M Time - 1 March 2010
Media placement: Campaign Site - Online, Www.hpmystage.cn - 6 March 2010
Media placement: TV Sponsorship - Channel V - 1 April 2010
Media placement: Banners, Edms, Virals - Toudou.com, Youku.com, Baidu.com - 1 April 2010
Media placement: Cinema, The Film! - 50 Cinemas In 25 Cities Around China - 9 August 2010

Describe the objective of the promotion.
Drive awareness of HP’s new DV3 Movie Pro PC, and increase sales among university students.

To achieve our sales goal of 50,000 DV3 PCs, we needed a promotion that would reach 1 million people, and entice at least 150,000 to actively participate.

Describe how the promotion developed from concept to implementation.
We invited university students to make a collaborative film about youth, created by youth, and starring youth.

An integrated campaign drove youth to the campaign site, www.hpmystage.com.

Participants earned end credits by writing stories for the screenplay, auditioning for roles, or submitting treatments to become a director. Everyone became a critic by voting for the best stories, actors and directors.

The film was edited on HP’s new DV3 Movie Pro PC to demonstrate the computer’s capabilities.

“Sunny: a Dog’s Life at University,” aired 4,000 times in 25 cities across China, released on the internet, and broadcasted on national television.

Explain why the method of promotion was most relevant to the product or service.

Young Chinese people have a strong desire for personal expression, so we knew we needed a promotion that would allow them to showcase their creativity.

But creating home movies wasn’t enough to promote the power of HP’s DV3 Movie Pro PC. We needed a much bigger promotion.

That is why we enticed more than 200,000 university students to create a crowd sourced feature film that would be aired in theaters around China, and on the national television channel CCTV6.

A film about youth, created by youth, starring youth - all made on the HP DV3 Movie Pro PC.

Describe the success of the promotion with both client and consumer including some quantifiable results.
“‘SUNNY: A Dog’s Life at University’ is a must-see youth film in 2010!” Hunan TV News.

“SUNNY gives confidence to the Chinese independent film industry.” Baidu.com news.

Campaign Results:
7,216,271 unique visits to the campaign site.
223,296 university students credited with making the film.
US$ 10 million in PR value.
US$ 95,238 box office sales in first month.
30 million people total viewership across theaters, internet and national television.

The HP DV3 Movie Pro PC became HP’s best selling multimedia PC in China with 69,957 units sold during the campaign period at a value of US$ 41.9 million.