To promote its gaming Laptop, HP wanted to reach the young gamer community.

But this audience is not watching classic ads, they're busy playing on their phones and tablets.

And in-game mobile advertising can cost a fortune in order to be effective.

Using only in-game assets, we first wrote a series of 100 messages that “aired” during 6 weeks like:

You think you’re a gamer? Mobile gaming is no sport. It’s time to play for real. Become a real gamer.

We challenged casual gamers to level up, and bring their game to the HP Omen instead.

Gamer would see those messages each time they would attack us.

Then we launched a series of links and Qr Codes leading to the Omen’s Webpage.