SINGAPORE, JUNE 6, 2012: Momentum Worldwide Singapore has created a dynamic store-window installation to mark the exclusive showcase of Hewlett Packard’s (HP) latest products under the “Envy” line.
Featuring the HP Envy14 Spectre notebook PC and Envy 110 e-all-in-one printer, the campaign was launched in Funan DigitalLife Mall, one of the largest and busiest collections of computers and technology shops in the region.
The computers and peripherals market in Singapore is predicted to be worth S$760.9 million in this year alone, with laptops accounting for almost 60% of this figure. Faced with these statistics, HP challenged Momentum to “cut through the clutter”.
“We choose Momentum for this project due to their fresh thinking and deep knowledge of the consumer journey, which has resulted in a striking display which differentiates HP from the myriad consumer electronics retailers in the mall, and truly engages consumers,” said Madalene See, regional trade marketing, channel sales organization, Hewlett Packard.
Staying loyal to the products’ midnight black glass casings, the Envy display initially appeared as an opaque glossy black window. Motion sensors then detect the approach of shoppers, triggering lights that illuminate the installation and reveal the display, much like the Envy14’s keyboard when a user’s hand nears it. Mirrors positioned around the products in a satellite dish formation enable the consumers to view the products from any angle. Once the people move away from the display, the lights fade and returns the window to opaque glass.
Jimmy Neo, regional creative director of Momentum Singapore said, “We set out to create an evocative, attention-grabbing installation which would resonate with consumers. Taking inspiration from the sense of mystery and unexpectedness aroused by the product name, Spectre, the display echoes HP’s belief in the importance of exceptional design which is too beautiful to hide.”
The campaign will run in the K8 Systems store until July.
Credits:
Client: Hewlett Packard
Agency: Momentum Worldwide Singapore
Creative: Jimmy Neo (regional creative director), Erika Buenaventura (senior designer)
Account servicing: Daniel Ng (country manager, Singapore), Aster Ong (account executive)
Project management: Nabilah Ahmed
