2010 Winners & Shortlists

LAUNCH OF TOUCHSMART

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Client/BrandHP
Product/ServiceHP TOUCHSMART
EntrantOMD Dubai, UNITED ARAB EMIRATES
Type of EntryMedia: Use of Media
CategoryBest Use of Standard Outdoor
Entrant Company:OMD Dubai, UNITED ARAB EMIRATES
Media Agency:OMD Dubai, UNITED ARAB EMIRATES

Credits

Results and Effectiveness

Within two weeks of release our project became the most tweeted subject in the UAE and the video generated over 150.000 views online A minimal investment of only $10,000 generated over $200,000 in media value. We got invited by the geeks themselves to perform at their very own “Geekfest” in Dubai (that was sponsored by Lenovo)

Creative Execution

We combined the appeal of urban art, outdoor and social media to create a new artistic medium that would excite the creative community. We packed a street artist (‘The Creative’), a new media artist (‘The Geek’), an HP TouchSmart laptop and a projector into the back of a 4x4 and set out to create ‘live urban art’ projections. We designed software that allowed us to use our TouchSmart laptop as a brush and the light of the projector as our paint. For a month we painted walls, boats, trucks and diggers and let the public have a go themselves. We invited some of the regions creative heads along with us, filmed the whole piece and created a video, seeding it up on the web. Finally, we got some of the region’s leading bloggers to endorse our initiative and test the creative credentials of our creation with a wider public audience.

Insights, Strategy and the Idea

‘TouchSmart’ is HP’s innovative new range of computing products that redefines what touch can do for the consumer. Our challenge was to launch this state-of-the-art technology through the brands positioning of ‘Touch the Future Now’ and showcase how the product can release people’s creativity through touch. The target audience were opinion-forming ‘Creative Geeks’ who have grown up with Apple and see their Mac as their lifeline for everything from communication to creation. We needed a solution that would resonate with the ad-averse audience and was as innovative as the Touchsmart technology itself.

Credits

Name Company Position
Karan Kukreja OMD Associate Director
Christian Fedorczuk OMD Director