PERSUADING CREATIVE PROS TO GO A TO Z

When HP launched its new ‘Z’ range of premium workstations, they wanted to boost brand credibility and take a bite of Apple’s dominance among creative professionals. We created a global ambassador campaign that saw six design leaders swap their Macs for Zs, transforming product trials into epic true stories.

Casting changemakers

Z by HP was a new top-of-the-line laptop, workstation and monitor range designed for creative professionals across numerous disciplines. We identified that with end-users becoming increasingly influential in IT decision making, niche ‘prosumers’ held a disproportionate influence over creative professionals. With a live event debut in just a few weeks’ time, the race was on to identify and recruit six prospective ‘Changemakers’; highly respected creative professionals who would be willing to trial and help launch the HP Z range, and ultimately become global creative brand ambassadors.

Balancing the output

To show authentic proof that Z by HP could super-charge the creative process, we set each ambassador a creative challenge. We documented their progress in a series of powerful films that balanced authentic, real-time output on influencer’s own channels with carefully crafted branded content for paid and owned channels. By challenging our six creative influencers to spend time making art their own way with the HP Z range, the right balance came naturally and from architecture to 3D animation and vector illustrations, our pros relished the task - adventure photographer Jody MacDonald even took her laptop to Alaska.

Influencing the long-term

Comprising six months of content – including hero films shot in five countries – the HP Workstations’ Z campaign was the brand’s biggest and most ambitious influencer marketing effort, and has had a lasting influence on how it goes to market. Originally conceived as supporting content, the films went on to inspire future work across the entire HP portfolio.