HP | Engaging Creative Professionals at Adobe Symposium
CHALLENGE: ENGAGE CREATIVE PROFESSIONALS IN A STRONGLY SATURATED SPACE
Creative professionals are constantly seeking inspiration both online and offline. Adobe Symposium drives a core attendee list across this segment. By tapping into the behaviour and foot traffic at this event, we hoped to promote and show the creative capabilities of HP’s premium Z by HP devices to an audience that could unleash its power and, to ultimately, reinvent the way they create. Our challenge – to deliver an experiential concept in-line with the look and feel of HP’s “reinvent the way you create” campaign in under 5 weeks and, in turn, drive brand awareness and perception of Z by HP in a strongly saturated creative professional space.
SOLUTION: REINVENT THE WAY WE CREATE WITH AN ENGAGING VR AND EXPERIENTIAL STAND
We worked with HP to develop an end-to-end event strategy (build, logistics and marketing amplification) which was spring boarded by an influencer teaser content plan in the lead up to the event. To drive engagement across the stand, we hosted influencer demonstrations, a VR set-up and an experiential walk-in pod which visualised the circuitry and power of a life-sized computer.
Across the event, we measured stand engagement, strong change in perception and consideration through surveys and generated a strong suite of evergreen content (event imagery, hypreel of event with Rames, our influencer, using the HP ZBook) for the HP.com page.
IMPACT: WE DROVE QUALITY BRAND AWARENESS AND PERCEPTION OF Z BY HP
- 182 survey participants (62% + YoY)
- 10% Average Influencer Engagement Rate (+60% KPI)
- 82% of those who visited the Z by HP stand said they’d consider purchasing after stand interaction
End-to-End Event Strategy • Experiential Concept Development • Influencer Strategy & Management • Video