HP Joy

The Task

During the competitive holiday shopping season HP wanted to stand out! The key objectives of the HP Holiday program were layered; drive trial of key products at the onset of the holiday season in festive and unexpected ways, increase awareness of ‘cool’ HP technologies, features & experiences across all channels and finally, ROI. Success was measured by foot traffic and product trial onsite as well as the ability of media coverage across earned, paid and social channels to drive traffic to the experience and to stores.

The Idea

Activated 8 cities simultaneously with giant 20 x 20 #HPJOY GIFT BOXES

Visited 18 cities with #HPJOY Caravan an 82 ft interactive trailer

41ft ‘wrapping paper rolls’ created WOW press moments in key markets

Key Partnership with Simon Malls installing 10 interactive mall kiosks for 5 weeks during key holiday shopping season

#HPJOY elf street teams would create ‘random acts of joy’ creating lasting digital elements

Free hot chocolate, photos with santa, Gift wrapping and print encouraged foot traffic.

The Results

  • • 927.2 M Media Impressions
  • • 382.2 K HP Product Demos
  • • 356.8 M Activation Impressions
  • • 26.1 M Social Impressions
  • • 51,177 K visits to hp.com/holiday

The Partners

  • Porter Novelli