We knew that more than any other group, this audience was extremely influenced by those they considered to be ''influencers'', whose behaviours had a major trickle-down effect on them.'

We needed to find a common passion point - our research pointed to cinema - something that both our audience, and the influencers we wanted to connect with, loved.

So our idea was to launch HP Future Filmmakers, a unique Australian short-film platform which would uncover the next generation of film talent in Australia.

We briefed 30,000 Aussie directors, shortlisted 5, gave each of them

$3,000

3 weeks

and a Spectre x360

and asked them to make us a short film.

We built a unique and bespoke YouTube channel which allowed people to watch the films and vote for their favourite, and ran a social competition #HPTagit, asking users to create the films’ poster taglines.

We needed a ‘face’ for the campaign, and so discovered 2 Melbourne filmmakers, Jarred Osborn and Julian Lucas. We created a TVC with them, aired nationally on TV, in online pre-rolls, and in an extensive cinema roadblock; all supported by an extensive print and OOH campaign.

We also created a mini-documentary with them, going behind-the-scenes of their work and showing them using the Spectre x360 in their day-to-day lives, and developed an extensive native content strategy, partnering with Australia’s top film and entertainment publications.

To launch, we hosted a film premiere event and invited a host of top industry influencers.

All content was amplified through HP’s owned and paid media platforms.

Results:

• HP Future Filmmakers generated $11.2 m of sales of Spectre x360 within the campaign period - a 200% increase of the forecasted sales.

• 3,813,000 millennials saw the campaign at least once on TV alone

• An additional 10 million people have seen it online

• There was a 70% completion rate

•

• The campaign generated positive sentiment of 93%

• There were 1.7m views of the video content on YouTube

• But most importantly, in an iconoclastic way, HP had managed to smash the perception that cool, creative people only use Apple!