Hewlett-Packard

Media Launch

Today Art Muesum Beijing

Show brief
Create a spectacular live event that would attract media attention for the launch of the new HP ProBook S Series.

The finer details
HP planned to announce ‘The Leadership Campaign', a co-marketing initiative with a leading prestige car brand that shared their philosophy of design, innovation and performance. They wanted a launch with a theatrical edge whilst also educating the audience with a hands-on experience.

The execution
An unusual venue in keeping with innovative culture of both brands was important to attract media and so the Today Art Museum, Beijing was chosen. The ‘Journey Down the Road' theme was interpreted in styling and design and in the eight videos produced for the launch. A spectacular light and sound show revealed the keys to the doors of innovation and afterwards guests took advantage of the demonstration booths to try the new products.

Challenges
The entire event progressed from concept to completion in only 18 days! The venue was ideal for the launch however it posed the staging crew many challenges in the construction of ramps to deliver the prestige cars to the upper level.

Feedback
The event attracted 77 media groups from across China with the response very positive and launch reviewed as "Cleverly designed, creative and surprising".