HP: Escape Therapy

HP, an information technology brand, launched its integrated communications campaign Escape Therapy in Australia to boost its computer sales.

Challenge and insights

In Australia, Apple has traditionally dominated the premium PC segment but its growth has stagnated. HP conducted research in Australia that found 42 per cent of Mac owners considered other brands during their last purchase but ultimately failed to make the switch due to feeling trapped by the Apple ecosystem. Despite growing complacency from this group HP had dubbed "Mac Wobblers", Apple still owned mindshare and brand awareness, and maintained its strong association as stylish, premium and cutting edge.

HP's research revealed that its brand was the number one choice among Australian Mac users switching to PC....

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