Here are our latest success stories.
These case studies outline the objectives, process and solutions we’ve developed for some of our favorite projects. If you’d like to learn more about our work, please send us a note. We've done a lot of stuff we’re not allowed to publish on this website.
Liquid refreshes HP advertising campaign.
HP wanted to refresh “The Computer is Personal Again” campaign that had been running successfully for several years, and asked Liquid to focus on the diversity of new systems that that the company was introducing. We focused on the idea that the new systems were designed for specific types of audiences, and then we developed the campaign on the concept of “personality”.
The new campaign featured seven different systems. Each system was photographed with specific props to help differentiate one system from the other, while conveying qualities that would help it connect with the specific audience for which it was designed - which range from executives to students, from gamers to music lovers. Liquid managed the photo shoot and seamlessly combined the photos with high quality product renders in order to arrive at the final images.
Knowing that the campaign was going to be launched in Time Magazine’s much anticipated “Person of the Year” issue, we designed a solution that took advantage of the theme and focused readers on the idea of “personality”. Instead of doing a standard full page ad, we suggested developing an insert that unfolded to reveal each of the systems on its own page. This would give us the room necessary to showcase each system while presenting the variety in a more dramatic and tactile fashion. The inserts were later adapted to fit in different publications geared to specific target audiences and featured a selection of products aimed at those readers.
The brochure we created was attached with fugitive glue to each of the ads. The small accordion folded brochure featured the most differentiated HP systems. From a strategic perspective this format helped highlight that the company’s products were indeed different, and from a tactical perspective it allowed readers to easily take the insert with them. The brochure was also distributed to each employee at HP, and an ample supply was placed in the lobby of all HP buildings, so that visitors could also have one as well.
In addition to the print components, Liquid also developed a series of online banner ads. We developed a unique format for the campaign and worked closely with the online team at Time Magazine to deliver a richer online experience. The online ads allowed viewers to get an overview of each system and functioned almost as its own interactive microsite.
The print and online ads lead readers to a microsite where they could get in-depth information about each of the systems. The site is linked directly to HP’s e-commerce site where people can purchase the system that best suits their needs, interests and budget.