HP Netherlands were launching their newest and lightest ever business laptop convertible, the HP Elite Dragonfly. Launching, as ever, in to a highly competitive and crowded market, their challenge was to obtain media interest and make the lightest convertible on the commercial market standout for tech-savvy audiences.
HP asked Edelman Netherlands to showcase the unique selling points of the device through earned media and social media reach and product reviews. Campaign objective: The KPIs for the campaign were to have 5 – 6 media involved in the activation, with review pieces.
The Insight
How could we showcase the uniquely impressive weightlessness of the HP Elite Dragonfly in a vivid and visceral way that would appeal to cool, young professionals and earn media attention at the same time?
Instead of pitching the device to media, we decided to show it in action. We put the Elite Dragonfly in to the hands of a professional who would least want to carry the weight of a laptop: world champion free-runner Bart van der Linden and challenged him to perform his ‘day-job’ with the device in hand…
A high-end action film was created as Bart van der Linden sprang into action, performing his seamless jumps and tricks over, under, around and holding the device, effortlessly showcasing its weightlessness in a cool and compelling way.
The film was designed spark the journalists’ interest, compelling them to learn more and ultimately review the device. It would simultaneously be used to engage HP’s brand audience directly on their social channels.
Strategy
Our target audience for the campaign was ‘cool, young professionals who are always on the go’.
Instead of pitching the product in to tech journalists via a generic press release like the others that would land on their desk, we decided to display the product’s weightlessness in action, giving journalists a product-lead-in they wouldn’t want to ignore.
Our strategy and approach spoke the same language as our target audience. The video was published by Bart on his own channels, adding to the authenticity of the collaboration and ensuring it reached his smart, cool audience.
We also to targeted business and management media to help us reach fresh, switched-on entrepreneurial businesspeople, who would love to have the latest, lightest device supporting them with their goals on-the-go.
Execution
First, we enlisted world champion free-runner Bart van der Linden to help with the campaign. Bart van der Linden has world-wide acclaim and a large and relevant target social following, making him the perfect candidate for the campaign.
The film was shot in a raw location that would echo the col, edgy, futuristic feel of the new product and match Bart’s vibe. It was shot in just two days, with one day put aside for creating tricks and rehearsing and another for performance and filming.
Having created the film, the campaign was leveraged across earned, owned and paid media to reach our target audiences.
On top of this, we organized an event targeted at business and tech media where key target journalists got the chance to take a first look at the laptop and hold it for themselves, giving them first-hand experience of its phenomenal lightless. They were then able to review the device.
Social guidelines were created for Bart to ensure his posting would be in line with the HP brand, and a media alert was created to promote the video.
Journalists were contacted to tease their appetite for reviewing the HP Elite Dragonfly, priming them for the film’s release and product review option.
Results
The campaign surpassed the set KPI of 5-6 media pieces and resulted in coverage across 14 earned media publications, in business and technology media and 1 paid article in a key channel outlet, representing a massive 17.864.000 print and online readership.
The video was viewed over 6,000 times on the free runner’s social channels and two social media posts addressed over 160.000 followers.