HP Z1 Workstation: The Buildism Movement

Background

With consumers’ workspaces shrinking, the HP Z1 Workstation was born to deliver performance without compromise to space. For its launch, HP Singapore aimed to fulfill the following objectives: a. Illustrate the key value propositions of the HP Z1 Workstation to the target audience who will not bother to read the product brochure in the first place b. To create talkability and ignite conversations with 5 different target segments: Architects, Animators, Designers, Engineers, Videographers.

Idea

To get the target audience to experience the luxury of space at work one gets to enjoy with the HP Z1 Workstation, the space was delivered to them. A 100%-cardboard direct mailer was issued to twenty creative builders of Singapore inviting them to assemble their own workspace. When assembled, the direct mailer transforms into an actual-size cardboard table, redefining the space the recipient currently works in. The recipient is invited to share photographs of the creation on his or her social networks, which are then also reposted on the HP Singapore Facebook Page. In the journey of assembling the cardboard table, the recipient discovers the key selling propositions of the HP Z1 Workstation; the simplicity of an all-in-one design, the tool-less chassis, and the actual space required with the HP Z1 Workstation. The recipient, using cardboard forks and no tools, can easily assemble the table, which comes as five separate pieces. The direct mailer, respecting the profession of its target audience, transforms into a functional table holding up to 30kg. Photos of the cardboard table, when juxtaposed with the teaser photos, further illustrated the space that one needs with the HP Z1 Workstation. The cardboard direct mailer, with its unusual size and material applied, is attention grabbing and ignite curiosity amongst passersby. The product is Singapore’s first cardboard briefcase direct mailer that transforms to a fully functional table, and hence increases the likelihood for the target audience to take photos and share them on their social networks. The key selling propositions of the HP Z1 Workstation are cleverly weaved into the Instruction Sheet and further highlighted through simple touches such as the stickers on the cardboard box.

Results

The cardboard direct mailer, with its unusual size and material applied, is attention grabbing and ignite curiosity amongst passersby. The product is Singapore’s first cardboard briefcase direct mailer that transforms to a fully functional table, and hence increases the likelihood for the target audience to take photos and share them on their social networks. The key selling propositions of the HP Z1 Workstation are cleverly weaved into the Instruction Sheet and further highlighted through simple touches such as the stickers on the cardboard box.