Brand: HP Commercial
Brand owner: HP
Lead agency: PHD Singapore
Contributing agencies: Blippar
Industries: Information technology
Media channels: Mobile & apps, Programmatic display, Virtual & augmented reality
Budget: Up to 500k
Faced with sluggish growth across multiple markets in APAC, HP's commercial laptops division had to quickly spark reappraisal amongst IT decision makers in the region, to make them see HP as a leader in innovation, and in doing so, get them to consider and buy HP's commercial products.
The quick win with this audience, who are usually in-market for solutions that add to workforce productivity, was to showcase new innovative products. However, with no new-news in the product pipeline in the short term, HP had to rely on creating a perception of innovation using media and technology.