Earning reseller sales reps’ attention for the lightest business laptop
Environmental branding, weighted water bottles, replica notebooks and mini drones, backed by tiered incentives
A sea of new devices
The business of notebook PCs and laptops is competitive, with many new SKUs each year. HP was struggling to earn the attention of resellers, the companies that sell the devices to end business customers, and needed a campaign to spotlight the value propositions that set the Elite Dragonfly apart.
The target audience was clear, sales reps working at resellers, people actively courted by every device manufacturer. But the path to winning them was blocked by an endless stream of new campaigns, incentives and SPIFFs from the competition. A key selling point of the Dragonfly is its ultra light weight. At 2.2 lbs it is the lightest business class laptop ever made, and the campaign anchored on that. Breaking through the noise meant a three pronged approach for the sales rep audience.
Flying above the competition
High impact environmental branding was designed and produced for installation inside distributors’ and resellers’ offices. Signage was suspended above competing messaging or appeared to burst from the ceiling, and glass clings let the devices hover around offices. Replicas of the device were hung from reseller ceilings to illustrate its light factor.
Water bottles at 2.2 lbs
Water bottles were used to physically demonstrate the weight of the device. When filled, the bottle was the exact weight of the Dragonfly. The bottles formed part of the educate prong.
Notebooks cut to exact size
Paper notebooks showcased the device size while sneaking in sales collateral. Cut to the exact dimensions of the device, with a deep blue cover and foil embossed logo, they could be mistaken for the real thing.
A mini drone for reps
The Dragonfly inspired mini drone was an exact fit for the creative narrative of the campaign. It went out alongside the custom paper notebooks and the weighted water bottles.
Incentives that sustained the attention
Attention was earned, then sustained with multi tiered sales performance incentives. Clip level instant rewards and sweepstakes ran alongside achievements based on units sold, against a business objective of selling 40,000 units through the channel.
Innovation in any format
Digital channels have come to be seen as the only way to innovate in marketing. This campaign applied innovation to a different format, and set a new standard for reseller engagement within HP.
