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