2014 Winners & Shortlists

Results and Effectiveness

We installed our unique detachable execution on 24 elevators within the world famous Dubai Mall during ‘Gitex Technology Week’ - the region’s largest/busiest IT and Electronics exhibition. This meant we managed to reach 750,000 of Dubai Malls weekly visitors in an innovative and creative way, with a limited budget. By mirroring the x2’s ‘Split’ using elevator doors, we really did showcase that HP can do it all - to the power of two.

Creative Execution

Dubai is famed for its high-rise towers and buildings meaning elevators are everywhere (Dubai even has the World’s fastest elevator!). However, more interesting for us was of course the frequency at which elevator doors opened and closed – or detached! Therefore, we used the front elevators as our canvas for communication by simply placing the two pieces of HP hardware on either side of elevator doors. When a person was stood at the elevator and the doors opened, they would instantly see that the HP was detachable giving them both a notebook and tablet in one! Simple.

Insights, Strategy and the Idea

It comes as no surprise that consumer’s want to access and share content anywhere, anytime, on any internet-connected device. This is why HP created the Split x2 - the next-generation of hardware providing the flexibility to be productive at home, at the office or on the go. With a ‘detachable’ hinge design, the HP Split allows users to switch seamlessly between getting things done with a high-performance notebook and the portability of a tablet. How then do we showcase that HP Splits x2 provides people with the notebook they need combined with the tablet they want? The x2’s key feature is undoubtedly its detachable hinge – hence the name ‘Split’. The challenge then was to find a touch-point, which ‘split’ or ‘detached’ regularly in order to bring the USP to life.