HP, an iconic technology brand had fallen out of favour among Indian youth. In the Post PC world, new cooler products like smartphones and tablets were vying for his attention. Moreover existing PC brands were targeting the Indian consumer with big budget campaigns.
So we developed Bend The Rules, a campaign to make HP cool and relevant among Indian youth.
HP decided the solution wasn’t going to come from the conventional tech-marketing norm of glorifying the product. Something new was needed. Our Core Target group was young early tech adopters who were using the internet to shape their public personas: we termed them the D-I-Y IDENTITY CREATORS.
We discovered a key insight when we researched these youth-the new heroes among these Indian youth were people who were following alternative paths to greatness. Instead of treading the well-worn path of college followed by a corporate job, these people were using the power of technology and their passions to create their own success. That too at a much earlier age.
We decided to make these young self-made achievers who were bending the rules, the heroes of our campaign. By doing so HP itself bent the rules of technology advertising.
The Bend the Rules campaign achieved its intended targets
• Made HP the most top of mind brand among young Indians
• Made HP the leading brand on key brand attributes
• Helped increase sales of the entire HP laptop range by 33% during the campaign
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