Background: HP brand awareness is very low in the Japanese PC market.Primary Objective: To enhance HP brand awareness by allowing core targets to experience and learn more about HP’s first PC brand, "Pavilion", in Japan.Steps: a) Create buzz and word-of-mouth by maximum exposure, announcing the campaign using an effective media mix (newspaper, magazines, flyer, on-line, e-mail, OOH).b) Execute touch-and-try promotion “HP Pavilion café Campaign” for one month at target-rich environment (Shinjuku station), and enhance awareness and understanding, lead generation, and accelerate sales offer.

Target segmentation was set based on insight and distinct scheme.Customers were drawn to the venue through announcement by OOH, online, e-mail.Enthusiastic decoration of the venue and original staff uniforms helped to create an HP atmosphere which led to an enhancement of the HP brand.To accelerate preference, interactive plans (giveaway, closed sweepstakes, product introduction, celebrity participating event, customized estimate) were implemented.Conversion rates were tracked daily based on the number of visitors, e-mail registrations, estimates, etc... Other elements such as staff performance were also managed daily and new approaches for driving attendants were discussed daily as well.