Content hub awareness campaign
Mobility
Simplicity.
Security
Speed.
HP EMEA SME content hub
Brief Concept, name and awareness campaign for Hewlett Packard’s EMEA SME content hub.
Insight SMEs are concerned that they are not making the most of technology.
Solution How tech fit are you?
It's a question that taps into uncertainty/paranoia about whether individuals/companies are making the most of technology. It starts a conversation and opens up an ownable vocabulary and rich activation possibilities like events in gyms, personal Tech Fit trainers, a Tech Fit company index, .Tech Fitness squads that go in and audit businesses and so on.
To dramatise this we used the perfect parallel - the survival of the fittest in the natural world. Inexpensive to produce, this gave the flexibility to communicate each of the benefits HP wanted to push - simplicity, mobility, speed and security - while being empathetic, humorous and paradoxically human and real.
On seeing the idea HP themselves started questioning how tech fit they were as a company so it obviously resonated. The hub launched as techfit.com