The idea was born from a target audience insight. Many creative individuals play a very small role in most productions and aspire to be directors. Being creatives, they have the ability to originate great film and animation ideas therefore we’ve decided to run a competition which allowed the audience to participate and celebrate their passion. The result was ‘ Toyrama ', an interactive website and campaign designed to motivate participants to create their very own animated short films with toys as the main characters of the show/drama.

This regional campaign garnered more than 400,000 visits and submissions from 15 countries. With each visitor spending more than 10min on the site and at least 20min to carefully script and create interesting submissions. This time spent with the brand would surpass most forms of advertising. This relevant campaign hit home with the specific target audience as shown in more than 100 design blogs/forums talking about it. It caught media attention too with regional magazines covering it giving HP huge PR value. It is HP's most successful and fresh digital campaign as quoted from the VP of Marketing, Dennis Mark.