Semana magazine launched its digital version available only on iPad and instead of thinking of this as a problem; we used this as an opportunity to compare all the benefits from the HP ENVY X2 viewed from an iPad. So we created ‘Project Inception’, a strategy that would allow us to infiltrate our competitor’s products, showing users the advantages of the new HP Envy X2 over its rivals. We did by cleverly placing an interactive HP Envy X2 advert into Semana’s digital magazine launch, taking advantage of this exclusive release allowing our customers to clearly see the benefits HP Envy X2 has over the very rival product they were viewing it on.

And to showcase these benefits we developed a rich media type programming that would not normally exist on this media, allowing readers to separate the Envy’s screen and keyboard, and engage with the product.

Inception was a huge success: Comparing the January – February periods, against our campaign period, March – April, the product reported a sales growth increase of over 150%.