Challenge

HP was looking to earn the mindshare of channel partners by introducing HP Elite Dragonfly, an innovation breakthrough, in a compelling way.

Approach

Our HP Elite Dragonfly campaign consisted of three pillars.

Engage

We designed and produced high impact environmental branding that was installed within distributors’ and resellers’ offices, which reflected the device’s unique ‘light factor’.

Educate

Sales teams were sent unique deskside items to drive direct engagement, including notebooks sized to Dragonfly device specs equipped with sales resources, water bottles that when filled matched the 2.2lb weight of the Dragonfly device, and Dragonfly inspired mini drones.

Incent

Multi-tiered sales incentives were introduced including high frequency (clip-level prizes) and high value (grand prizes) to maintain sales rep attention throughout the program.

Impact

Distributors and resellers exceeded sales volume targets. In addition to strong metrics, this program set a new standard for channel engagement and sales and marketing collaboration.