XM Asia Pacific – A JWT Company

Brief
HP came to us for a campaign to launch the HP TouchSmart Desktop PC, the first-ever touchscreen computer for the home. The product was a sleek, stylish computer which looked good in addition to being powerful. With these attributes in mind, we targeted style-conscious young adults who fully embraced the digital lifestyle.

The Idea
We looked to create an emotional pull whilst focusing on the product’s core USP – the touchscreen. The campaign is driven by the line and message ‘Wake up your feelings’. We created a story in which our feelings (in the form of cute little creatures) have gone and fallen asleep as a result of our neglect due to our busy lifestyles. To wake them up and get their feelings back, users need to employ the power of touch, using the fun and interactive touch actions available. Only through touch will users be able to wake up their feelings.

The Work
After the introduction, where we introduce the storyline and magical world, The user embarks on a step-by-step journey beginning with the Feeling Finder, where users choose which sleeping feeling they want to wake up. They then get taken to the Room of Revival, where they use the fun and highly interactive touch actions to wake up their feeling. Once their feeling has been woken up, the product is introduced, with the message of using touch to wake up your feelings once again reinforced.

Showcase Case Studies Awards

HP Wake Up Your Feelings

Hewlett-Packard (HP)

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