HP had entered into a strategic partnership with Beats Audio to create their line of Envy notebooks. HP needed to communicate this unique value proposition to the youth market who value superior audio.
We created an immersive, music inspired experience fusing a live DJ set with live breakdance performances. Executions were “silent” with all audio being channeled through listening pods, which were powered by HP notebooks. To obtain youth insights, surveys were integrated into the experience to gain product feedback and further build HP’s CRM database. The setup was designed to adapt to a variety of footprints ranging from 10’x10’ to 20’x20’. This execution was taken to campus bookstores, campus computer stores, campus orientation week events, Future Shop, Best Buy, Tiger Direct, Staples, HP head office, cinemas and special events (i.e. Student Life Expo).