Dragonfly

HP was about to release their newest premium convertible laptop, the HP Elite Dragonfly. It’s powerful, ultra-light, and designed for business professionals.

In a sea of new devices, HP needed a campaign putting a spotlight on the Dragonfly to help it stand out from its competitors.

To break through the noise, we used a three-pronged approach designed to engage, educate, and incentivize partner-channel sales reps.

Engage

We designed and produced high-impact environmental branding that was installed within distributors’ and resellers’ offices. To illustrate our device’s unique light factor, we hung replicas from the ceilings.

Educate

We sent sales reps custom paper notebooks with embedded collateral that matched the exact Dragonfly size, water bottles that weighed the same as our PC, and Dragonfly-inspired mini drones.

Incent

We introduced multi-tiered sales performance incentives including clip-level instant rewards, sweepstakes, and achievements based on units sold.

This award-winning campaign achieved 138% of the revenue target. In the recent past, we’ve thought of digital channels as the sole innovators in marketing. This campaign is a great example of how innovation can happen in any format. It’s the message that matters most.