Campaign details

Brand: Hewlett Packard India
Lead agency: PHD India
Region: APAC

Objectives

The overall objective of the campaign was to drive mass awareness of the HP-Spectre laptop using the brand's video assets and accurately reaching out to a defined target audience which was males and females in India between the ages of 18-34. The campaign was meant to address a business problem of gaining market share amongst its competitors.

Additionally driving incremental reach and frequency of the brand's TVC was the major performance indicator.

Target audience

HP's target audience was males and females in India in the age group 18-34. This audience set are to be majorly millennials who own or plan to own gadgets like laptops and smartphones and those who understand the role and importance of technology in today's world.

Creative strategy

With previous research it was found that HP was regarded as a technology player, however, lacked in the emotional aspect. Therefore we created a video where the full edit (3 mins) of the brand's TVC brought to life the relationship between two brothers where the younger sibling is challenged in terms of hearing and how the older sibling uses technology to help his brother feel and enjoy music despite him not being able to hear, with an intent of appealing to the emotional side of users.