Campaign details

Agency: Edelman
Advertiser: HP Canada
Category: Brand Content

Section I — Case Parameters

Business Results Period (Consecutive Months): December 2016 – July 2017
Start of Advertising/Communication Effort: December 2016
Base Period as a Benchmark: January 2016 – December 2016
Geographic Area: Canada (including Quebec)
Budget for this effort: $500,000 – $1 million

Section IA — Case Overview

Why should this case win in the category (ies) you have entered?

The 'Inside the Head of a Hacker' case demonstrates how Edelman Canada, working in partnership with HP Canada, created a Canadian-born B2B campaign that transformed a much-ignored product and service offering in a major sales success.

As the Canadian division of the global HP brand, HP Canada has traditionally relied on localized global content to support brand level marketing efforts. But fueled by research and a strong insight and idea, we launched our own homegrown effort to promote HP's Printer Security solution to Canadian IT decision makers. Not that it didn't come with its fair share of challenges. For instance, we had to convince the world's largest information technology company to hire Canada's most notorious hacker.