Cannes Lions

HP TOUCHSMART HOME DESKTOP PCS

JWT/XM SINGAPORE, Singapore / HEWLET-PACKARD / 2009

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Overview

Entries

Credits

Overview

Description

The campaign was created to launch the HP TouchSmart, one of the first-ever touchscreen PCs, and claim leadership in the touch PC category. The product was a sleek, widescreen PC which looked good in addition to being powerful. With these attributes in mind, we targeted style-conscious young adults and families who fully embraced the digital lifestyle. We looked to create an emotional pull whilst focusing on the product’s core USP – the touchscreen.

Execution

We created a story with the message ‘Wake up your feelings”, in which our feelings (as cute little creatures) have fallen asleep due to our neglect, and only through touch could we wake them up and get them back. Key to the story was the characters and the world they inhabited. We created six original creatures, each with their own quirky look, personality and mannerisms. A sense of wonder was brought out by a beautiful ‘touch-inspired’ tower, its surroundings and the rooms within, with a musical score and narration to truly bring out that magical feel.

Outcome

• Click through rate (CTR) from banners performed at twice the industry average, with 0.4% CTR.• CTR from EDM was 5.63% compared to industry average of 2.32%.• 125,762 users arrived through social media or word-of-mouth.• Favourite Website Awards’ Site of the Day on 25 Feb 2009.• Users spent on average 5.35 minutes engaging with the site.• There were more than 1million IM icons and 36,146 emoticons & wallpapers downloaded.• 36% of users continued to product summary pages. 76% of them clicked through to the product pages, which indicates high product interest level.

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2023, HEWLET-PACKARD

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