HPE Hugo
2017
Hewlett-Packard Enterprise
Services
Creative Direction, Strategy, Copywriting
How do you reach the mythical ITBDM? The question every single tech company is still asking.
At Quartz we knew this group of people well, both in a data sense and personally. They were a big percentage of our readers.
So we started with the actual problems they have - not the problems sales people and marketers wanted them to have.
Their biggest problem? When you’re senior enough to make big purchasing decisions in tech, you’re busy. When you’re busy you have a hard time keeping up with technology, because it changes so quickly.
We solved this problem by creating HUGO. HUGO was an AI powered chatbot, that anyone could use to quickly learn about and understand topics in technology. The chatbot format was new, and people loved getting information this way, because they drove the conversation.
HUGO developed a relationship with users over time, and became part of their routine. So it was an incredible tool for lead generation. HUGO could discover what problems people had when they were working with technology. It learned about users and gave them better information and answers.
HUGO became the top lead gen tool for HPE, because it could identify real people, with real technology needs. It wasn’t just a generic ‘name title company’.
Most of all, users loved it. They found HUGO to be a useful utility.
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