Malaysian Media Awards Winners Showcase

Challenge
Netbooks have become a fashion statement. We had to transform HP notebooks from practical and performance driven into netbooks that oozed style and fashion as the ultimate lifestyle machines.

Solution
Trend understanding showed women, rather than men, would be the new and majority purchasers of the lightweight netbooks. We partnered Malaysian Dreamgirl 2 as the perfect platform to fuse fashion, drama, emotions and elegance into HP. Targeting the young savvy influential women who were paving the way in new trends.

Execution
HP netbooks weaved into photo shoots, story lines and used as communication tools (online chat, blogging, social updates) during the show. Hundreds of blogs covered the entire season. The season rounded off with a fancy catwalk for the finalists, and yes, with HP Netbooks in their hands!

Results
Attracted over 700K viewers, received media coverage worth in excess of RM2mil. Limited edition Viviene Tham HP netbook sales soared. Web searches for HP netbooks increased by 150% during campaign period. Two months later – mor