Objective
HP wanted to launch its "new business of the network" campaign and demonstrate their knowledge and understanding of the challenges and opportunities faced by Communications Service Providers (CSPs) in the present day ICT landscape.
Strategy
As the video was to be premiered at the world's leading mobile communications event, (Mobile World Congress 2014), the video had to stand out from the crowd both online and on the HP booth on a busy show floor.
Decisive Media, the producers of TelecomTV (the world's first online B2B news network for the global ICT sector), decided, in collaboration with HP, to integrate a whiteboard animation style video with TelecomTV's regular programming, which was sponsored by HP, Microsoft, Telefonica and NEC, and recorded and promoted daily throughout the four day event.
Outcome
The unique format of the video drew crowds to the booth and communicated HP's message in a fun, exciting and attention-grabbing way. It stood out from the regular interview-style programming from TelecomTV and generated buzz in-venue and online via Twitter and YouTube – where the video has received over 1,550 views to date.
On the enterprise side of our business at HP, we often have a difficult marketing task of communicating technically complex messages in an uncomplicated way. Beyond simply being highly technical, one of our newest products, network functions virtualization, true to its name, is also virtual which adds another layer of difficulty. To help make the concept behind this technology more easily consumable, we produced an animated video. The video tells the story of our new technology through common everyday scenes to which our audience understands and can relate. We made value propositions clear by leveraging market research statics and bold benefit statements, all while holding true to our well established brand identity.
