Spectre is a line of high-performance laptops from HP.
Project details
We proposed a visionary shift for the brand, redirecting the focus away from product features and technologies, which are commonly emphasized by other tech brands. Instead, we recommended that HP cultivate a sense of desire for its products by associating them with an aspirational lifestyle. To achieve this, we suggested approaching a prominent Bollywood celebrity to become the face of the HP Spectre, portraying a specific lifestyle embraced by HP users.
The brand encountered challenges in successfully launching its Spectre line and, as a result, struggled to establish a distinctive positioning in the market.
Event Marketing:
We proposed a strategic event marketing approach, curating a refined selection of events that aligned with the brand's desired lifestyle connotation. These events included venues such as Golf & Polo Clubs, Art Exhibitions, and VIP Lounges across Tier 1, Tier 2, and Tier 3 cities in India.
Pop-Up Marketing:
We advised the brand to host pop-up events at suitable locations such as seminars and conference halls, airport lounges, and business hubs. This approach aimed to not only engage a specific target audience but also educate them about the product.
Adventure Events:
Given the product line's bold and innovative nature, equipped with cutting-edge technologies, we recommended that the brand strategically position itself in adventure-focused events. This included partnering with skiing resorts and glamping locations, allowing the brand to tap into a distinct audience segment that resonates with the thrill of adventure.
Collaborations:
We proposed a strategic partnership strategy for the brand, involving collaborations with individuals who embody the desired lifestyle the brand aims to reach. To position the brand as a lifestyle product rather than just a tech product, we recommended partnering with influential personalities who could effectively communicate the brand's lifestyle message. Consequently, the brand successfully partnered with Sonam Kapoor to serve as the face of the HP Spectre line
Digital Placement:
We advised the brand to enhance its digital presence by strategically leveraging platforms such as LinkedIn to effectively engage with the target professional audience, who are likely to utilize the brand's products. Additionally, we recommended expanding the brand's reach through Pinterest, a platform where individuals seek lifestyle product inspirations.
