Direct > Use of Media
HYPE
PUBLICIS DIALOG GROUP, London / HEWLET-PACKARD / 2004
Overview
Credits
OVERVIEW
BriefExplanation
Nine months ago, Hewlett-Packard asked us to create a campaign promoting their printers to graphics professionals. Working together we identified the critical audience as the iMac generation. The challenge was to bring HP printers into the creative process, and not just as a push of a button when the creativity has been completed. So we talked to them and we identified a core truth that the creative mind wants to get what’s in its head out onto paper and push it in front of other people. This gave us a powerful potential connection between the audience and HP printers.
CampaignDescription
Hype Gallery is an exhibition created by the people online and in the real world. To help promote this we used ‘Moose’, a ‘street brandalist’ to create legal CLEAN GRAFFITTI to seed a buzz around the world on design community sites, in conjunction with a chat room infiltration programme. The HYPE logo began to re-surface onto the pavements and walls of London. And we used posters with embedded infrared HYPERTAGS to stimulate gallery footfall. They sniff for mobile phone type, and then squirt a calendar entry into the phones of passers by. At 4.30 on the day of the gallery opening, it sounded an alarm on your phone to remind you to attend.
Outcome
Clean graffiti, as a catalyst for discussion began the community site seeding, which reached over 300 sites, message boards and newsgroups over three months. In total, we estimate that Hype Gallery content, information or links have been seen by over 3,000,000 people online. Hypertags. Five sites in total, positioned at strategic densities of target audience, delivered 762 interactions. The cost of each brand interaction was £4.53, but considerable attention should be drawn to the viral nature of the digital information. It is common to see extensive immeasurable peer to peer delivery as the ‘look what I saw’ factor kicks in. Please note, in the absence of any indication of results, the jury cannot give a mark for this and the entry could suffer as a result.You should submit this information on a PC compatible CD ROM in MS Word format along with your digital presentation board. The word limit must be strictly adhered to. You should submit your answers as continuous text, without bullets, symbols or colour, as it will be copied into a uniform format for presentation to the jury.
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