HP Spectre: Reinvent Stereotypes

Tech brand HP used a multichannel approach to appeal to working women, spark conversations and boost PC sales in Japan.

Campaign details

Brand: HP SpectreBrand owner: HPLead agency: BBDO JapanCountry: JapanIndustries: PCs, computingMedia channels: Online video, Social media, Television, Word of mouth, influencersBudget: 3 - 5 million

Executive summary

HP has traditionally struggled with saliency and relevance in Japan and so, attempting to change this, it decided to reverse the category norms and talk directly to an entirely overlooked, but relevant, audience – working women. Despite more women entering the workforce, no PC brand had thought it worth communicating to them. The Reinvent Stereotypes campaign addressed issues...

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