HP Spectre: Reinvent Stereotypes

Kaori Yatsu, Aisha Takashima

Tech brand HP used a multichannel approach to appeal to working women, spark conversations and boost PC sales in Japan.

Campaign details

Brand: HP Spectre Brand owner: HP Lead agency: BBDO Japan Country: Japan Industries: PCs, computing Media channels: Online video, Social media, Television, Word of mouth, influencers Budget: 3 - 5 million

Executive summary

HP has traditionally strug

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