Momentum Worldwide Singapore and Hewlett Packard spark envy with new campaign

Momentum Worldwide Singapore has created a dynamic store window installation to mark the exclusive showcase of market-leader Hewlett Packard’s (HP) latest products in its Envy range in Singapore.

The HP Envy14 Spectre notebook PC and Envy 110 e-all-in-one printer combine extraordinary design with high performance technology. Both products feature sleek, midnight black glass casings, while the laptop keyboard senses a user’s presence, illuminating as they approach.

The campaign 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 2012, with laptops accounting for almost 60% of this figure. Faced with this highly competitive environment, HP challenged the agency to create a campaign which would cut through the clutter.

While most storefronts in the mall feature a myriad of products, the Envy display initially appears as an opaque glossy black window. However, as shoppers near the store, motion sensors detect their approach, triggering lights which illuminate the installation and reveal the eye-catching display to consumers. Mirrors positioned around the notebook PC and printer in a satellite dish formation enable consumers to view the products from any angle, celebrating their innovative design. Once shoppers move away, the apparition fades, returning the window to opaque glass.

Jimmy Neo, Regional Creative Director, Momentum Singapore commented: “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.”

Madalene See, regional trade marketing, channel sales organisation, Hewlett Packard praised Momentum’s innovative idea, “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.”

Credits – Regional Creative Director: Jimmy Neo. Senior Designer: Erika Buenaventura.