“In the Head of a Hacker”

x

Title

“In the Head of a Hacker”

Advertiser:

HP

Year:

2016-2017

Source:

Cassies Award

Product Category:

Cybersecurity, Information Technology

OOH Format:

movie poster and experimental stunt

Country:

Canada

Objective:

HP as industrial leader in cybersecurity

Target Group:

IT decision makers

Strategy and Media Used:

To help IT department be more of aware of the risks related to security breaches and printer, HP showed how a person is capable of infiltrating their business. HP used a 20 minute short documentary contextualized for the business audience, OOH, movie posters, a press junket and experimental stunt.

Results:

The campaign resulted in a 174% increase in HP’s enterprise print sales pipeline. The “In the head of a hacker” campaign resulted in 10 million earned impressions, 1.7 million video views and 35,000 clicks to the microsite.