HP wanted to reimagine their activations at Coachella and Panorama festivals and create a revolutionary new concept that would engage and excite millennials. The idea needed to balance a sustainability message with digital art whilst making HP products the stars of the show.
Insight
Infinity Marketing Team, a Pico Group company, determined that millennials were focused on sustainability but also want to be hands-on creators.
Solution
Our ‘Digital Eden’ concept blended digital artistry with sustainability and technology. Delivered throughout four areas, these activations were designed to immerse attendees in the beauty and power of HP technology.
At the HP Lounge attendees were cocooned by giant LED flowers and hanging plants whose colours and movement they could control. A light painting experience transformed visitor-created text or images into a bespoke artwork. The eco-friendly ‘hydration art’ station saw visitors design their own graphics that were then printed on water bottles.
The Lab had seven interactive installations featuring HP technology and one-of-a-kind art installations. Next was The Antarctic, a 360-degree immersive theatre experience where guests were immersed in digital visuals set to a score by Odesza, the headline act at Coachella. Finally, The Drone Experience saw 420 HP-powered Intel drones take to the skies as part of a six-minute aerial light show – the first-ever live drone light show at Coachella.
Results
- 54% of attendees hosted (goal: 40%)
- 57,628 demos (goal: 40,000)
- 11.6+ million engagements (goal: 4 million)
- 2018 Ex Awards: Gold in the Best Fair/Festival Activation
- PRO Awards 2019: Gold in the Best Campaign Targeting Millennials; Bronze in the Best Entertainment Sponsorship or Tie-In
