HP x SXSW
SXSW is the place to be for all things tech, film, music, education and culture. In 2023, Sydney stepped up as hosts – the first time ever, outside of the US. For IT giants, HP, who were a primary tech sponsor of the event, it was their opportunity to grab the attention of thousands of attendees.
We wanted to create a brand activation that was as innovative as it was immersive.
The campaign included an interactive and immersive experience on the ICC forecourt, a premium custom exhibition stand in the tech expo, and a series of week long events and activities for HP’s VIPs.
The activation
Standing out at SXSW is no easy feat. From the products to the people, everyone is there to show off and so, to get attention, you need to flex. Playing into the idea of ‘flex’, we wanted to get people peacocking proudly and publicly.
The mysterious blue cube appeared on the ICC forecourt. At a quick glance, the shiny, reflective cube was an Insta-worthy selfie. But, upon entry, visitors were able to input their ultimate flex into the latest HP product, which would be added in seconds to an interactive typographic mural. Brand ambassadors were on-hand to guide everyone through the experience.
Almost 3000 people engaged with the activation with flex’s including getting Taylor Swift tickets to being the keynote speaker at a SXSW session.
Tech expo
A premium custom exhibit space that drove brand awareness and highlighted the latest innovation in HP with Intel products – launching the Spectre Fold, the best foldable laptop yet, and Envy Move, the world’s first moveable all-in-one PC. The experience within the ICC expo hall showcased the brands and acted as a hub for, and created synergy across all of the HP SXSW activations.
VIP events
To cap off the campaign, Popology curated and executed a week-long series of off-site events and activities exclusively for VIPs. These included a boat experience aboard Sydney’s most premium super yacht, The Jackson, that delivered an unforgettable night for the brands and their guests.
The evening served as a platform for celebrating the brand’s success, while providing a valuable opportunity to educate about HP’s latest product innovations.
SXSW Sydney was such a unique opportunity to showcase some of our newest innovations to the public, and the brief was to show off the tech but deliver fun, colour and interactivity. The Popology team went over and above in every detail and absolutely knocked it out of the park.