Hewlett Packard: Mobile Audio via Programmatic - Understand, Engage, Utilize

HP, an IT company, connected with its audience in India and communicated its message surrounding Diwali by creating a digital audio ad that showed the importance of gift giving.

Campaign details

Brand: Hewlett PackardLead agency: PHDRegion: APAC

Objectives

Diwali is a festival in India where most brands try to leverage their ongoing offers across channels and maximize sales.

Most often, the offers and communication are straightforward with little or no essence of the festivity vibe that reflects in the campaign execution and develops no emotional connection with the end user or consumer. Citing the same, the objectives revolved mostly around:

  1. Devising a communication that would establish an emotional connection with the audiences.
  2. Diving into data sets, to come to conclusive personas where the core...

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