ABOUT HP CONTEXT
BRAND
HP X360
Highest quality performance. Additional values to customers. Simple but Unique & Innovative.
Convertible. Exceptional. Trendy design & color. 360 degree rotation.
IT MARKET TRENDS
More integrated functions are added.
Offline campaign to give customers trial experience.
Technology merchandise is not product-driven as original anymore. It is actually young-customer-driven production, chasing for their needs.
COMPETITORS
Dell Asus Lenovo
Target Customers
Income: AB+ Income: ABC+ Income: ABC+
Proposition Marvel of technology
In search of incredible
Unique design & integrated technology
Strengths Bring out the best & stable
performance to the users.
Diversity of laptop types fits many
varied needs (esp. gamers)
Give the users great experience in
common use with affordable price
- 18 – 25 years old - International University students
- Open, enthusiastic - Fascinated by young, dynamic, social activities - Seek for trends from digital and internet
TARGET CUSTOMER
- Income: ABC + - Concern: social
relationship, personal image
population of Vietnam is composed of youth
(aged from 18-25)
of them want to have trendy and eye-catching
appearance
of them think laptop can accumulate to their impressive appearance.
!!! Although 85% of them take technological devices as their indispensable need
in daily life)
IT MARKET FACTS
27 % 70 % 36 % ONLY
“I always want to maintain my good PERSONAL IMAGE in other people’s eyes.”
“Social situations and pressure unintentionally force me to express out the difference inside myself.”
“Actually, I don’t want to be mainstream, but I am afraid of being isolated from the other if I express differently and conversely”
“Sometimes the wish to maintain personal relationship has make me FORGET how I am really are”
“But laptop is just a THING, how it can help me SOLVE my social problems that other people even cannot help me.”
MOMENTS OF TRUTH
*in-depth private interview
CUSTOMER INSIGHT
“ I always try to build a positive and impressive personal image. But sometimes I realize that’s not my real personality. However, I don’t dare to show the real me because it will make me isolated and invisible among active students.”
Increase annual revenue by 20%
90% of TA are aware HP as innovation and trend-setter
brands 75% of TA recommend HP to
others people at the relatively same age.
70% of TA firstly consider HP Notebook when they intend to
buy a new laptop.
Help TA to realize living with the true core inside is important
Encourage TA to express out how they really are and live with their own uniqueness and difference.
Make them believe HP can be their supportive partner in most of their ways of life.
CAMPAIGN OBJECTIVES
DESIRE RESPONSE
I choose HP to show out the trace of my personality!
DRIVER BARRIER
PERSONAL VALUE RECOGNITION
Find myself for better action. Understand myself for better decision. Create myself for a better destiny.
FEAR OF BEING UNIQUE Afraid of being different and strayed out from the common crowd.
BIG IDEA
UNLOCK YOUR
HIDDEN CODE Not just find your image.
Create your own one.
Trendy appearance
College students are like laptops, always try to have a trendy appearance. But actually, each of them has unique features inside that need to be unlocked. Don’t wait until that INNER CODE to be lost out of our memory.
Unique activities
KEY MESSAGE
BRAND ROLE
HP will go along with you on the journey to unlock your “unique code”.
FUNTIONAL
A laptop can satisfy the need for various purpose in terms of studying and working.
EMOTIONAL
BRAND ROLE
Only HP is your partner on the journey of unlocking your hidden self.
STEP 1 STEP 3 STEP 2
APPROACHING STRATEGY
Let college students realize sometimes they’re not living with their real personality.
Stimulate them to change that situation and show who they really are.
Trigger ( 2 months)
Experience ( 3 months)
Amplify ( 3 months)
Objective
HP helps TA recognize they are living with inside-
different appearance
Spread the spirit to the youth
generation to live with real
themselves
Review and accompanies with TA on the journey
to unlock themselves
Message Are you living with
your own one?
Re-explore and show out your true
core inside you
Trace your own unique code
Key hook Viral Clip
“The Real Me”
HP Youth Ambassador
Contest: “I dare to be myself”
Laptop and Mobile App: “Our own code map”
Trigger ( 2 months)
Experience ( 3 months)
Amplify ( 3 months)
Supportive tactics
- Social media channels (facebook, youtube, instagram)
- Influencers: Tran Thanh, Jvermind, Hariwon
- OOH Banners
- PR articles, Advertorials, Editorials
- In-store activation & visibility
- Social media - Mobile &
youtube ads
- Events - Review Video - KOLs - Facebook
fanpage