Youth learn of this campaign from print advertising featuring influential youth, as well as viral and campus roadshows. Participants are also rewarded with the opportunity to have their artwork included in the book of the largest collection of Chinese youth culture. Co-sponsors such as Minsheng Bank also give participants the opportunity to use their artwork on limited edition credit cards.

Results exceeded all expectations. As of March 20th, 2008 the campaign attracted:More than 3 million unique visits.More than 37,000 registrations.More than 7,000 artwork submissions.More than 100,000 votes.Most importantly, according to tracking studies, HP brand preference and consideration rose 17.2%. Of the campaign participants, 69% said the campaign positively changed their impression of HP as a cool brand. With campaign participants rating HP as “Most Original” and “Having Greatest Brand Image” when compared with key competitors such as Lenovo, Sony and IBM. 34% of participants rated HP a score of 10 out of 10 on being “The most fashionable computer brand”, a 300% increase from pre-campaign tracking.