KILL THE MOUSE by Momentum Milan for HP

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KILL THE MOUSE

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Industry Computers & Computer Accessories
Media Promo & PR
Market Italy
Agency Momentum Milan
Art Director Davide Terlizzi
Copywriter Laura Bonomi
Released March 2009

Credits & Description

Category: Best New Product Launch/Re-Launch at Retail
Advertiser: HEWLETT-PACKARD
Product/Service: HP TOUCH SMART IQ522
Agency: MOMENTUM ITALIA
Date of First Appearance: Mar 27 2009 12:00AM
Entrant Company: MOMENTUM ITALIA, Milan, ITALY
Account Manager: Antonio Ciarletta (Momentum Italia)
HP Personal System Group - Trade Marketing: Paolo Ciotti (Hewlett Packard)
Art Director: Davide Terlizzi (Momentum Italia)
Copywriter: Laura Bonomi (Momentum Italia)
Media placement: In-Store Activity - Mediaworld - March 27, 2009
Media placement: In-Store Activity - Saturn - March 27, 2009

Describe the objective of the promotion.
HP, firm market leader in Italy and in aother 170 countries, wanted to promote its new Touch Smart IQ522: a Desktop PC with an intuitive touch-screen interface which allows users to access media libraries and digital contents by dragging, holding and tapping their fingers literally on the screen. The agency was tasked with developing a program that lived in-store, as well as online, to increase product awareness, demand generation and on-site traffic generation at retail.

Describe how the promotion developed from concept to implementation
The strategic idea was underlining the product’s main feature, communicating that, with the HP Touch Smart, the mouse is no longer needed. We developed “Kill the Mouse”, an interactive game where people could crush mice on the screen of HP TouchSmart with their fingers. This activity was planned inside stores and supported by material like flyers, magnetic billboards, roll up banners, removable stickers and postcards. Promoters in branded outfits, invited people to play to win HP gadgets. The game was also promoted on Facebook via a banner campaign and fan page, and visitors could also participate in an instant win competition.

Describe the success of the promotion with both client and consumer including some quantifiable results
In store results: Number of players/entries: 12.994 Flyers distributed: 32.291 Assigned gadgets: 1573 Sell out results increased Facebook results: Game- Number of players: 7.062 Number of entries: 38.693 Average number of entries per player: 5,47 Winners: 435 Fan Page- Number of fans: 627 Page views: 44859 Unique users (average daily number): 1.987 Adv box- Impressions (number of times the adv box appeared on Facebook): 74.070.000 Number of click (on the adv box): 35.057

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

The objective was for the product to sell-out in specific stores in an environment where product awareness amongst consumers was very low when the campaign started. Our charge was to demonstrate how easy and practical it was to use the product so we created an activity that literally demonstrated that via the game. Promoting the product inside stores and in parallel on the web, and using a strong tool such as Facebook, helped us to respond in an optimal way to the objectives established.