With the COVID-19 outbreak, activities outside the home were limited to suppress the spread of the virus. As the region went into lockdown, remote work and home-based learning became more prevalent. Millions were spending more time in their homes and adapting their living spaces into multi-function ones. HP wanted to create an interactive virtual showroom to show its consumers how HP’s devices can help them create the best at-home experiences.
Working with Resolute Communications, HP launched its virtual showroom and a campaign to drive awareness and attract new users. The launch was so successful that the team clinched the silver award for Best in eCommerce (Brands) – Electronics & Gadgets and was a finalist for Best Response to COVID-19 at MARKETING-INTERACTIVE’s Asia eCommerce Awards 2021.
With more consumers buying technology both offline and online, HP needed a broader digital transformation strategy that could provide its customers with a more engaging shopping experience. HP faced the challenge of positioning itself as an inclusive brand that embraces diversity through innovation, especially at a time where consumers needed a solution to shop safely due to the pandemic without sacrificing the brand experience.
To address the challenge, HP wanted to bring consumers into a virtual world with diverse technology experiences for multiple customers living under one roof. Thus, the team decided to launch a virtual showroom across Singapore, Malaysia, Thailand, Vietnam, Indonesia and Philippines.
HP first identified six user personas to resonate with the diverse target segments:
- Gaming – glorious gamer
- Work – Productivity Pro
- Creativity – Passionate Artist
- Education – Edu-siastic Parent
- Entertainment – Entertainment Lover
- Family – Modern Lifestylist
Each segment would be used to place the spotlight on specific HP products such as the HP OMEN gaming series, GP Spectre x360, HP Pavilion series and more. The main concept behind the campaign was to transform the shopping experience into a more customer-centric one by helping consumers visualise how technology can fit into their homes and their lives. Thus, the HP virtual showroom offered a 360-degree view in all six rooms where consumers can interact with the brand’s full range of PC and Print solutions.
1. Interactive 360° rooms
To provide users with a personalised shopping experience, the virtual showroom opens with a view of an apartment in a city. Much like in the real world, consumers can experience a virtual tour of a room that resonates with their personalities.
Visitors can enter six virtual showrooms-spanning productivity, art, gaming, entertainment, education and lifestyle- the spaces house rich multimedia content such as infographics and videos before redirecting users to the flagship HP LazMall store to make their purchases.
2. Photo hunt contest
To drive consumer engagement, users were encouraged to explore all six rooms in order to participate in HP’s photo hunt contest. Users needed to find and collect all six hidden voucher pieces to assemble the full voucher and unlock special product discounts.
3. eCommerce marketplace partnership
To enhance the buying process, HP partnered with Lazada to personalise the eCommerce experience via the branded campaign flagship store and authorised HP partner stores for a convenient, authentic and secure way to add purchases to cart and complete the checkout process.
4. eCommerce live streaming
Throughout the campaign, livestreaming sessions in collaboration with major eCommerce marketplaces like LazLive and Shopee Live were held to gain more traction and brand presence. To keep engagement high, the livestreams often featured tech influencers to shine to spotlight on key products and giveaways were also organised in session.
5. Demand generation activities
The team also leveraged Facebook and Instagram ads to specifically target three audience groups based on their common attributes:
- Entertainment lover and gamer
- Remote worker and lifestylist
- Content creator and parent
The promotional video trailers used the virtual environments and image collages to personify the six identities and hype up the campaign, letting them in on the immersive experience waiting for them in the showrooms.
The team also used the hashtag #TechUpYourEveryday to reinforce the key message of improving living spaces back home with the best technology.
The campaign was a success across the region. The HP interactive virtual showrooms attracted 330,000 users within a month with an average of 5,800 users a day. Paid media efforts across Singapore, Malaysia, Indonesia and Thailand garnered more than eight million impressions and 400,000 link clicks. The campaign also achieved 62 pieces of media coverage in leading IT and mainstream media across the region and was proof of HP’s commitment to continuously transform experiences for its customers and provide them with a seamless online and offline shopping experience.