Challenge:The global corporate slogan of HP is“Personal Again!”For years, HP Japan has been trying unsuccessfully to establish a brand image among young people that HP is a PC brand that lets you express yourself. Strategy:We felt that the most effective way to communicate a message to “express yourself” was to use leading college campuses in Tokyo as our media. This was because most of the students with influence over other young people in Japan go to these colleges.

Solution:A question was printed on a sticker, intended to bring out individuality in young people.“You are on your way to a final job interview, but you find white paint on your suit. Give me your unique idea to turn this adverse situation into a positive opportunity.”Express Yourself ! Shinichi Koide, President, HP JapanBy holding a cell phone to the QR code, you could enter the HP campaign site.On the site, you give your answer to the question on the sticker.Five students who expressed their own unique ideas were introduced to the president of HP Japan and given PCs and printers.

In ten days, 62,000 people accessed the website and became believers in HP’s brand message to “express yourself.”At the same time, we transformed college campuses into our media:1. Questions were printed on notebooks and on the back of photocopy paper and given away to students.2. HP computers were installed on college campuses for easy PC access.