| Title | HP ELLIE GOULDING |
| Brand | HP EMEA |
| Product/Service | HP SPECTRE X360 |
| Category |
E02. Interactive Video |
|
Entrant Company
|
180 AMSTERDAM Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
180 AMSTERDAM Amsterdam, THE NETHERLANDS
|
|
Production Company
|
ACNE PRODUCTION Stockholm, SWEDEN
|
Credits
| Al Moseley |
180 Amsterdam |
President And Chief Creative Officer |
| Dave Canning |
180 Amsterdam |
Executive Creative Director |
| Dan Treichel |
180 Amsterdam |
Executive Creative Director |
| Martin Terhart |
180 Amsterdam |
Creative Director |
| Martin Beswick |
180 Amsterdam |
Creative Director |
| Stephane Lecoq |
180 Amsterdam |
Art Director |
| Megan Wooding |
180 Amsterdam |
Head Of Account Management |
| Kim Waugh |
180 Amsterdam |
Account Manager |
| Danielle King |
180 Amsterdam |
Account Assistant |
| Susan Cook |
180 Amsterdam |
Head Of Production |
| Colin Pueschner |
180 Amsterdam |
Producer |
| Neil Henry |
180 Amsterdam |
Producer |
| Jonas Vail |
180 Amsterdam |
Planning Director |
| Paul Chauvin |
180 Amsterdam |
Planner |
| Jen Bechard |
180 Amsterdam |
Project Manager |
| Sarah Gough |
180 Amsterdam |
Business Affairs |
| Daniel Eskils |
ACNE |
Director |
| Frederik Skoglund |
ACNE |
Executive Producer |
| Jacob Eklund |
ACNE |
Producer |
Creative Execution
hpbendtherules.today was the main campaign hub with all comms driving to it. Ellie, the artists, and fans shared the video across multiple social channels. A mobile friendly site was also created.
The main campaign objective was to create credibility, coolness, and talk-value for HP and the HP Spectre x360 amongst Young Millennials.
1.8 million people visited the site, with 67% of people returning.
The 6 artists had a combined reach of over 3.4 million followers. They generated 36 social media posts with nearly 150,000 engagements and over 10 million impressions.
A surprise post from Ellie grew the campaign’s reach to 30 million, with an organic reach of 2 million.
In social media, the video received nearly 375,000 Likes and over 450,000 YouTube views. The behind-the-scenes film had over 90,000 views.
Young Millennials are tough – especially for HP, which they see as boring office computers. Lacking relevance means losing the future of PC owners.
Typically skeptical, they prefer to follow and share content from people they admire, rather than content that feels too much like “marketing”.
With the objective of creating credibility, coolness, and talk-value for HP and the HP Spectre x360, our idea was to give them a unique way to experience and interact with a musician they already loved, Ellie Goulding, and work from influential global visual artists/animators.
We filmed Ellie singing a special acoustic version of her hit song “Burn”, then teamed her up with 6 visual artists/animators to make the video interactive. 24 works were created, and viewers could interact with and change the artwork in the video using the H and P keys on their keyboards, meaning very viewer created their own unique music video.