HP: Takeover [video]

Credits & Description:

Client: Hp
Product: Hp Omen
Entrant: Fred & Farid Shanghai, China
Idea: Fred & Farid Shanghai, China
Media: Fred & Farid Shanghai, China
Pr: Fred & Farid Shanghai, China
Production: Fred & Farid Shanghai, China
Contributing: Hp Beijing, China
Editor: Feb 15 2016 12:00am
Chief creative officers: Fred & Farid (FRED & FARID)
Agency supervisor: Fred & Farid (FRED & FARID)
Executive Creative Director: Feng Huang (FRED & FARID)
Copywriter: Jean-Baptiste Le Divelec (FRED & FARID)
Art director: Sonali Ranjit (FRED & FARID)
Agency supervisor: Ben Chen (FRED & FARID)
Brand supervisor: Vikrant Batra (HP)
Website URL: http://hp-clashofclans.seeourw...
Describe the campaign/entry:
We took over the biggest mobile multiplayer on the planet on Clash of Clans. (Top grossing app on both app stores).
We engaged the mobile gamers right on their playground, using in-game items to write messages like:
You think you’re a gamer? Mobile gaming is no sport. It’s time to play for real. Become a real gamer.
We challenged casual gamers to level up, and bring their game to the HP Omen instead, before we launched a series of links leading to the Omen’s Webpage.
Creative Execution:
Using only in-game assets from Clash of Clans, we first wrote a series of 100 messages that “aired” during 6 weeks like:
You think you’re a gamer? Mobile gaming is no sport. It’s time to play for real. Become a real gamer.
We challenged casual gamers to level up, and bring their game to the HP Omen instead.
Gamer would see those messages each time they would attack us.
Then we launched a series of links and Qr Codes leading to the Omen’s Webpage.
While this campaign can’t be monitored in a traditional way, we can confirm around 80 000 attacks on our different villages over 6 weeks in terms of engagement. 35% of the promotional links were activated. The website saw 300 000 visits during the same period (but we can’t attribute most visits from this campaign only). Finally the HP Omen laptop became the best selling gaming laptop in HP’s history.
The strategy was to takeover a specific mobile game which would be relevant to the HP - Gaming target (young male gamers). We chose to take over the game Clash of Clans, which is the biggest multiplayer game on the planet (top grossing app on both appstores), and offers both visibility and creative opportunities.