PROJECT - HEWLETT PACKARD
From the brief, the objective of this advertising campaign was to create consumers' desires for the new range of HP 2014 Family products and to establish a connection between HP and the target audience. After finding out more about the target audience and HP in the Shanghai market, the big idea that I formulated is "Express Yourself With HP" with the rationale of how a Shanghainese would constantly want to stand out from each other.
After gathering feedback from the various mentors at the Ad Agency after the pitch, I would have changed my big idea to "HP in the City" so as to resonate with the cosmopolitan Shanghai consumers.
This assignment was for the module "Strategic Creative Process" and the entire advertising campaign consist of 4 Digital Media and 4 Traditional Media platforms. I have learnt so much during this module as it was the first time coming up with an entire advertising campaign by myself - research, planning and doing the creatives.
To be placed on a billboard in Shanghai.
Instructions on how to play the game: 1. Create your own avatar (Your avatar represents you, how you doll it up is how you perceive yourself to be in real world!) 2. The game will have all 16 districts and 3 counties in Shanghai, travel around Shanghai to find all the HP products. 3. At each stop, you will learn a new fact about the new HP product 4. At the end of the game, you can share the results on social media and HP will be able to view it.
I decided to change the website to match the tonality and mood of my campaign. It also ties in with my phone application which is the responsive game microsite.
I want to let the consumers express themselves through a customised and personalised laptop or tablet sleeve. The name will be printed on the laptop/tablet sleeve when the design is ready.
This game is also available on the phone application.
It will disrupt the user’s initial experience when he/she enters the site because he or she will see the doorbell. The whole concept of this is to place the user in a ‘red carpet environment’ and let him experience of what it is like to be at a spotlight if he uses a HP product. Upon pressing the doorbell, the lights will go off temporarily for the website that he/she is on.