HP showcases Business Convertible in Out of Home Installation at Victoria Station
To promote the launch of HP Inc.’s new EliteBook x360 and to truly bring to life its features, Talon and PHD UK have worked with Projection Artworks, Grand Visual and Ambient to create a unique and highly impactful installation in London’s Victoria station.
The 3m x 3m LED cube is a unique format and this digitised canvas showcases the laptop, its key features and flexibility perfectly while reflecting its premium feel through beautiful animated digital content. Our digital Cube is also being supported with promotional staff on the ground to reinforce the message that this is the ‘World’s Thinnest and Most Secure Business Convertible’.
HP Inc. briefed Talon and PHD to find an innovative, high-impact way to reach their audience and to create a unique campaign that launched the x360 in style. We worked with Projection Artworks to develop the Cube and with Grand Visual to create bespoke content to fit the unique canvas, featuring high impact LED and full motion graphics on all four faces. Promotional staff, booked through Ambient, have been supporting the activity all week giving more information to commuters about the product.
Catherine Knight, Innovations Project Director at Talon comments, “Through its four sides, the Cube perfectly responds to the multi-directional traffic flow in Victoria Station, whilst the 3-metre height allows the visuals to elevate above the heavy footfall. The x360 laptop can flip a full 360 degrees so we wanted to find a canvas and structure that echoed this panoramic feel and our four-sided structure does this perfectly”.
Victoria station was chosen due to a combination of its huge weekly footfall and the logistics of taking a structure of this size. The ABC1 audience that commutes through the Station are the exact people HP wants to target. Our friendly and informed staff are on hand to answer any questions people may have while the Cube is live throughout the week.
Yvonne Hobden, Consumer Marketing Lead at HP Inc. UK adds: “Our brand line and strategy is ‘Keep Reinventing’, when briefing our agencies, we are always looking at ways to bring this to life when executing campaigns. The guys at Talon and Grand Visual nailed this brief with this installation. It’s totally eye catching and the target audience in Victoria can’t miss it.”