2012 Winners & Shortlists

The Brief

To promote hp’s new after sales service and “the crew” concept – a team of blackshirted hp-employed tech gurus who are always there, either in person or on the end of a hotline, to help with all your tech needs.

Describe how the promotion developed from concept to implementation

We wanted to make “the crew” the heroes of the campaign…and put them everywhere you’d least expect them. This led to the core idea of “when you buy hp, you get the crew too.” At point of purchase, we hung crew images abseiling from the ceiling, hiking up power cables, hiding behind product…and as one surprising final reinforcement after purchase, we even put the crew “in the box”.

Describe the success of the promotion with both client and consumer including some quantifiable results

There’s nothing like opening the box to your new product when you get it home. Our “in the box” posters hijacked this emotive moment to really drive home “the crew” concept – and to highlight the fact that “we’re still with you, even now you’re home.”

Explain why the method of promotion was most relevant to the product or service

There’s nothing like opening the box to your new product when you get it home. Our “in the box” posters hijacked this emotive moment to really drive home “the crew” concept – and to highlight the fact that “we’re still with you, even now you’re home.”