HP Design Your Personal Life (DYPL) was
a live event of the famous DYPL music competition, scheduled
to be held
simultaneously in Athens, Dubai, Istanbul and Johannesburg.
DYPL contest was aiming at involving modern and creative
young people, considering them primarily as world citizens
rather than inter-connected individuals. Residents living in these
4 metropoles were invited to select their preferred music and
support
their favorite local artists until the
culminating night. Apart from the effective communication of the
event to the general public, HP Hellas asked for a multi-dimensional campaign that would attract young music bands to join in,
supporters to vote online and a vivid audience to fill the event’s
venue with their energy and enthusiasm.
HP, a global leader in printing and technology solutions has been strategically investing on effective ways of communication especially addressed to younger audiences. A primary target is to introduce communication practices that meet the expectations of these groups and make them feel in tune with the most advanced developments in technology.
HP | Design Your Personal Life
The Challenge
The Action
A multi-dimensional goal. All promos had to be accomplished within the framework
of the HP international campaign mottoed “The computer is personal again”.
Enzyme has been assigned to customize, design, and apply actions to meet the objectives of both the contest and the live event.
Tools-Tools-Tools! For the DYPL contest, Enzyme deployed a large set of promotional tools, including a TV campaign through MAD music channel, a Radio campaign through popular stations in Athens, Thessaloniki and Patra, a Press campaign
through various targeted magazines and newspapers, a Banner campaign through
music portals, websites and forums, an e-mail campaign addressed to opinion
makers as well as an extensive distribution of leaflets in targeted clubs & bars, in
Nakas music stores and in Multirama digital stores/event sponsors.
The Outcome
The consumer journey led to more than 750,000 digital and print and over 35,000 activation impressions through online voting at the dedicated website
(designyourpersonallife.com/gr), as well as through visits to music stores and large malls. Open both to the general public, and to music and tech-obsessed
super fans, the event was branded with DYPL theme and supported with loads of music, fashion shows and theatrical dance sessions.
There was a live contest of the 5 finalists and the public voted through SMS,
selecting Yorgos Halikiopoulos and his band as the big winners. The party mood was effectively multiplied, as the audience watched live the announcement
of the winners in the other 3 participating cities (Dubai, Istanbul and Johannesburg)
Enzyme responded promptly and efficiently on a tight time schedule to meet our demands. Together we achieved high levels of collaboration and we managed to organize an event of great success.Elena Panteli PSG Marketing Manager, HP Hellas ”
