New Media Age

The Guardian

Wall Street Journal

hewlett-packard

challenge

Hewlett-Packard needed to promote HP digital imaging, printing and projecting equipment to the next generation of artists, photographers and film makers

Create interest and excitement around a brand usually overlooked by this audience in order to showcase HP's creative technology

creative solution: "hype"

Working alongside Publicis and HP's other marketing agencies, an event was created that would showcase HP's creative technology without any form of overt branding - "The HYPE Gallery". Young creatives were encouraged to bring their artwork and display it in The Truman Gallery in London, free of charge. A series of guerrilla marketing initiatives seeding the word 'hype' kicked off the campaign, including 'clean graffiti' on London streets where the hype logo was 'clean printed' into dirty pavements and walls.

campaign results

During the month long opening over 8,000 visitors came to the gallery displaying 53 films and 1,194 pieces of artwork

By the time the gallery closed, hypegallery.com had 3.9 million hits, 94,000 unique visits, 2,097 separate pieces submitted and 1,646 pieces in the online gallery

Coverage included over fifty national, TV, radio and trade articles

The success of HYPE in the UK has led to HP rolling it out around the world from Paris and Milan to Moscow and Singapore, and sales of HP printers have risen by 21%