case study: hp mall activation

background

Bring your own device (BYOD) is becoming increasingly common in schools these days and, with so many choices of device, HP decided to run a ‘Back to School Tech Hub’ in a busy NZ mall before schools started back in 2018. This mall activation enabled them to showcase their BYOD range of laptops and give students the chance to get some real time experience on them before choosing their preferred device.

the brief

●     To create a portable mall activation that looked clean and inviting to students aged between 11-18. 

●     The graphics had to be inspirational and draw people in. 

●     There needed to be power to at least 7 laptops.

●     Laptops needed to be secure but easily accessible, so people would feel like they could just stop and ‘have a go’.

●     The activation needed to feel open and accessible with a contemporary look and feel, all the while being mindful of the shopping centre’s display and health and safety guidelines.

the solution

We designed a concept that had a modern look and feel. 

The use of light coloured timber and contemporary furniture allowed us to portray a fresh clean image that was both modern and appealing to our customer’s audience. 

To solve the issue of electrical cables we used raised wooden flooring that enabled us to hide the main power source cable under the flooring and have cable entry points exactly where we needed them. The table was built so that all cables came into one central point and were connected underneath the table. 

To create maximum impact for the activation, and to cut through the often visually crowded mall environment, we opted to use backlit fabric images for best effect.

The production team retrofitted fabric frames and LED lights to some existing off-the-shelf furniture to bring lead time and production costs down. Fully illuminated and double sided, these fittings created an impactful display. We even managed to accommodate a 55” LED screen playing product content on one of the units.

As the activations had to “pop up“ in several locations during the crucial lead up to “Back to School“, the units also had to be highly portable and robust to ensure we could get into and out of locations in an often tight turnaround.

We also introduced see-through acrylic bins where people could dispose of their old computers and go in the draw to win a new one! This not only provides a great service to assist in recycling these old machines but also highlights a way to safely and sensibly recycle electronics.

The mall activation was very successful and due to the design and build of the stand it can easily be re-used time and time again.