HP Lounge is at the centre of a hugely diverse and multi-faceted campaign: it is both creatively and practically built and at the core of the platform lies an efficient means of helping customers find new music they will love.

The app rests on two pillars:

Online radio curated by music experts and automatically generated based on artist preferences

"Backstage Access"that provides exclusive access to everything that is happening in the music industry, such as the following:

o Latest photos

o Latest news on artists

o Music videos

o Behind the scene videos

o Exclusive content

o Competitions to win unique fan experiences, tickets to showcases, merchandising, CD & Vinyls.

Between March 2015 and April 2016 the partnership delivered 10 live showcases (with 6 more planned in the coming months) as well as multiple product placements and countless levels of social/ digital interaction.

Activities were focused on key markets in EMEA (UK, France, Russia, Germany, Italy & Spain) but the results resonated globally as a result of the sheer power of our artists and content.

In the last year (2015-2016) we have achieved:

+ 12,000 privileged guests

+ 200,000,000 Social media hits

+ 142,000,000 YT views

By employing a multi-level approach to media investment, HP and its agency partner were able to drive audience engagement across different types of media, offering and ultimately driving huge efficiency in terms of media spend whilst capitalising on the sheer love generated by artists amongst their fan bases.

The brand has been able to capitalise on the fans' dedication and wake a whole new generation up to the possibilities of experiencing music on HP devices.