HP - Small but Powerful

HP wanted to launch a powerful new desktop computer aimed at a very specific audience: CAD designers. CAD designers are engineers, architects, designers, and planners who use powerful computer applications to bring their ideas to life. The problem with this audience is that they didn’t take HP seriously compared Dell and Lenovo, who historically had better products.

To win over these designers, we needed to let them know that we understood them as people and as professionals. In one-on-one interviews, we found a great sense of pride in this relatively small group of builders. There are roughly 5 million CAD designers and their creations largely shape the way people experience the world. Buildings, homes, offices, classrooms, and even intersections are all designed to make us act, feel, and move in intentional ways. Even though they didn’t always get credit for their achievements, they loved when others acknowledged their efforts.

We realized that shining a light on the contributions of this niche group of creators and the impact of their work on our everyday lives could serve as a magnet for HP. It also tied nicely to the Z2 Mini’s small but powerful design. With the help of starchitect Daniel Liebskind, our Small but Powerful campaign served as an authentic homage to CAD designers with a desktop computer that shared the same DNA as its users.