SUMMIT ON THE SUMMIT by Goodby Silverstein & Partners San Francisco for HP

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SUMMIT ON THE SUMMIT

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Industry Computers & Computer Accessories, Business equipment & services, Corporate Image
Media Promo & PR
Market United States
Agency Goodby Silverstein & Partners San Francisco
Creative Director Steve Simpson, Rich Silverstein, Will Mcginness Venables Bell, Jim Elliot
Released January 2010

Credits & Description

Category: Sponsorship or Partnership Campaigns
Advertiser: HEWLETT-PACKARD
Product/Service: COMPUTER
Agency: GOODBY SILVERSTEIN & PARTNERS
Date of First Appearance: Jan 7 2010 12:00AM
Entrant Company: GOODBY SILVERSTEIN & PARTNERS, San Francisco, USA
Entry URL: http://www.myawardshows.com/2010/cannes/summit_website/
Creative Director: Rich Silverstein (Goodby, Silverstein & Partners)
Creative Director: Steve Simpson (Goodby, Silverstein & Partners)
Creative Director: Will McGinness (Goodby, Silverstein & Partners)
Creative Director: Jim Elliot (Goodby, Silverstein & Partners)
Senior Copywriter: Niklas Lilja (Goodby, Silverstein & Partners)
Senior Art Director: Stuart Brown (Goodby, Silverstein & Partners)
Executive Producer: Daisy Downs (Goodby, Silverstein & Partners)
Senior Producer: Erin Dahlbeck (Goodby, Silverstein & Partners)
Production Company: Number9 (Number9)
Media placement: Website - Online - 07/01/2010

Describe the objective of the promotion.
The objective of the promotion was to give HP technology relevance in times when actions speak louder than any media buy.

Describe how the promotion developed from concept to implementation
We partnered with Summit on the Summit, a charity climb of Mt. Kilimanjaro, and created a three-month programme that used HP technology to amplify the cause and raise awareness for the global clean water crisis. We started by creating a website literally as tall as Mt. Kilimanjaro that allowed fans to track the climb in real time. We outfitted the team of celebrities and activists with HP Expedition Technology so they could post their photos, videos and tweets on the site as they climbed. A TV-spot, a 19,340ft-tall banner and a Facebook Causes campaign pushed people to the site to donate water.

Describe the success of the promotion with both client and consumer including some quantifiable results
LA times called the promotion “The most socially mediated climb ever attempted…as such, brilliant positioning for HP.” Ecorazzi hailed it as an example of “21st century exploration.” The success of the promotion: HP Expedition Technology turned a one-week climb into a media buzz that lasted over three months and garnered more than 153 million media expressions. Summit on the Summit became the number one cause on Facebook during the climb. The promotion raised over eight million litres of clean water—enough for 15,000 children for a year.

Explain why the method of promotion was most relevant to the product or service
We wanted to use HP technology to give people an experience that was as close to climbing the mountain with the team as possible—without physically climbing the mountain. By allowing for real-time interaction between the climbers, their fans, and the fans’ entire social network, the climb and the cause became at the same time more personal and more social than anything attempted before. We also wanted to make donating water fun and easy—as easy as watching an entertaining clip online.