A multifaceted and intricate use of OOH using multiple formats in multiple environments.
Hewlett-Packard (HP) is the market-leader in most primary IT enterprise services. It is the #1 private cloud infrastructure provider and HP Security Solutions protects 9 of the 10 largest banks globally. However the company's lofty position was under threat. Global brand tracking amongst a business audience showed worrying declines in net promoter score and increases in detractors.
A new business goal was identified to drive support for HP as the market leader in Solutions for the New Style of IT - Cloud, Security, Big Data and Mobility. HP recognised their previous approach would need to evolve were they to remain market leaders. It was necessary to find a way to enhance the HP brand whilst continuing to support their key products. We had to communicate like a market leader - confident, assured and bold - to market leaders, that HP can deliver transformative solutions better than anyone else.
Targeting an AB business audience, Out of Home played a critical role in brand positioning. We launched with premium large format digital OOH. Insight and neuroscience have shown that these quality displays act as a primer, enabling the rest of the campaign to work much harder in generating growth in brand saliency. National backlit 48s and 96s were then introduced to build momentum. We also incorporated high dwell time formats including rail Transvision and underground 48 Sheets to drive deeper engagement.
The campaign was deemed a real success for HP. A simple concept to bring multiple OOH touchpoints and formats together helped drive both key brand engagement metrics and internal employee engagement.