Looking to appeal to a young audience in a credible manner, we created this guy who finds someone's Hewlett Packard laptop in a taxi. He goes on the radio looking for the owner, then starts a web page to upload the fun multimedia contents of the laptop for everyone to see, hoping for the owner to show up. Lots of people comments on the page, leave their info and search for the product specs. Then he gets sponsored by the brand (HP) that gives away a computer, creating great buzz and positioning the brand among a demanding consumer target.

The campaign was launched on radio with spots that were broadcasted as social service without mentioning the brand. A viral was posted on affinity web places for our target, Facebook, Youtube, etc. Then a web page with all the computers content was settled so that everybody could have access to the owner’s pictures, videos, music, etc. The teaser campaign lasted 16 days generating great impact amongst teens. After we added print ads to show how HP had taken advantage of this situation to sponsor the noble cause taking all the credit and the multiple benefits of the PC.