ProjectsSelling the workstation of the future
HP have a solid reputation for manufacturing reliable, high performance laptops and desktop computers that has made them one of the world’s most respected computer manufacturers. However, when it came to procurement there was work to be done in dislodging Dell and Apple from the top spots in IT Decision Makers’ minds.
Successfully disrupting a rigid B2B target audience
Services provided:
A strategy to guarantee success
With the high-performance Z Series, HP had a workstation that could seriously challenge Apple when it came to processing speed, memory and graphics capability — particularly in 3D modelling. The Z series was a fearsomely ambitious machine, but without convincing IT Decision Makers that the evidence was compelling enough to make a switch, users wouldn’t get the chance to experience the power and performance at their fingertips. That’s where we came in. Our aim?
- Position the HP Z series as the workstation of choice for both power users and key IT Decision Makers (ITDMs)
- Keep HP’s Z series front of mind during the purchasing process
- Encourage power users to demand this better machine for their next upgrade.
The overall campaign objective was to increase market share from 36 to 41%
5 core industry sectors: 1 unified creative approach
We knew that the Z Series campaign had to sit within the overall HP global ‘Keep Reinventing’ brand, but that alone would not provoke a behaviour change in ITDMs.
Instead, the key to success lay in establishing the Z Series as an elite, high performance product for skilled workers — putting clear space between HP and Dell, which are solid and customisable, but less viewed as aspirational.
Building our audience personas, we focused on appealing to the ‘High Achiever’, pinning down the distinct characteristics that set these customers apart. They are relentless, goal-driven and pragmatic — not to be confused with simply ambitious people, who are motivated more by the admiration of their peers.
Reaching our audience with interesting, useful and engaging content
We crafted focused messaging that would chime with ‘High Achievers’ in each of our core audience segments: FinTech, Engineering, Manufacturing, Architecture and Construction. Instead of focusing the sell entirely around the Z Series Workstation or laptop itself, we drew more attention to the innovation, achievement or disruption that HP could deliver.
Two messaging streams were created: one targeting power users with a more product feature approach, and the other targeting IT Decision Makers — pulling together the efficiencies and business value the Z series can deliver.
Launching on LinkedIn, Twitter and Facebook, the campaign was enhanced by a series of content and case studies. These included the Renault Formula E team, Fender Guitars, Ayers San Gross and Studio Liebskind — all pre-eminent figures and companies in their respective fields.
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