i-vu's digital touch screen network provided a fashion conscious environment to advertise the HP Laptop within top hair salons.
Hewlett Packard was trying to reach an audience with an aversion to technology, to educate and engage them in laptops. The objective of the campaign was to promote HPs latest Special Edition Two-Piece Notebook which is designed to turn heads and express personal style - a philosophy that suits the salon environment well.
To build awareness of the new Special Edition and to offer customers the opportunity to find out more about the specifications of the product through interactive pages. This in turn enabled i-vu to evaluate the success of the campaign through measuring response rates.
In summary i-vu offered HP a unique opportunity to reach a highly style conscious and affluent mainly female market (73%) in a captive environment.
HP booked 215 venues, 1705 screens, 3 x 20 second adverts per 45 minute loop and 2 x interactive pages.
The promotional video played 1,595,880 times within the salon opening hours. The estimated footfall was 743,040 which is the estimated audience who sees the advert within the salon. Average client revisits the salon every 6-8 weeks, therefore there is no duplication.
The 'Details Interactive Page' was viewed 12544 times and the 'Specifications Interactive Page' 8820 times. This is an interactive response rate of 1.33%. 133 times the response you would expect from interactive red button TV.
i-vu strive to find new ways for clients to receive additional benefits for their campaigns and further enhance a marketing strategy. HP ran a unique and engaging campaign but for future campaigns the audience could be engaged further through offering an incentive for interacting with the ad. For example if customers had the chance to win a free laptop we believe response rates would have been even higher and therefore more people would have found out the specifications of the product. Sponsorship of relevant content is also worth considering.