Cannes Lions

PAVILION NOTEBOOKS

ZENITHOPTIMEDIA, Gurgaon / HEWLET-PACKARD / 2009

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Presentation Image

Overview

Entries

Credits

Overview

Execution

The Right Place – We utilised fashion Week pavilion displays and HP Media centre for journalists.Supported by Fashion themed Roadshows, Fashion OOH, Online campaign, Fashion TV produced promo spots running across high indexing channels in Fashion Week coverageThe Right People -The Indian media were obsessed with Serena Williams so we organized a press conference following the Bangalore Open as a part of Fashion Week. This became a fashion show with Serena walking the catwalk in our Pavilion Imprint inspired nikhil-shantanu collection to launch the new notebooks. Serena then addressed press with the heads of HP India.

Covered by 27 major newspapers*, 20+ TV shows* and 20+ websites*, an expensive press campaign was no longer needed.Serena was so happy with our collection, we persuaded her to forgo her usual hefty fees and do Cosmopolitan’s cover (featuring an HP diamante tattoo on her arm) supported with Serena HP advertising and editorial.

Outcome

The entire campaign (sponsorship, on-ground, print & on-air etc.) cost only c. 200k USD but delivered much more…Media Coverage: Print –8.26m combined circulation, 14,852+ sq cm* editorialTarget Coverage - 73% North India, 37% Elsewhere TV – 7hrs+ Coverage*, 59% Target Audience coverageOnline – 10+ Google search pages, 30-35% online target reachTotal value $2,091,562 USD*Leads:22,454 - SMS TV & Outdoor15,321 - Roadshow activations.7,412 - Online.20,000+ using event facilities.Business Performance:The Limited Edition sold out of Stock in 2 months.Trading people up to HP HP: Compaq before Fashion Week 15: 85 after 35: 65 *Source: Burson-Marsteller

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