To raise awareness of HP’s AMD powered laptops among students and show their power, performance and versatility could help them to bring their ideas to life.
Publicis Modem and HP launched an online competition targeting film students across the UK. Students were invited to create their own 3 minute film to win a 6 week internship at Tim Lovejoy’s new Internet TV company, Channel Bee.
Online advertising across sites such as Myspace, Facebook, Channel 4, as well as other film focused sites, uses a young man free-running through the streets of London to reflected the competitive nature of students as well as the power, performance and versatility of HP Film making equipment. Video was chosen to connect immediately with this film segment at the same time delivering a rich experience. ShareIT functionality was used to leverage the power of social networking communities to get maximum reach for the creative.
Initial results are very impressive with some sites delivery an initial 2% CTR – smashing market average and 400% above HP target.
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