Z by HP Z8 Fury Launch
Date
2023
Services
Strategy, Creative Direction
How do you take a classic marketing stunt and make it live and sell long after the excitement wears off?
If you take the fastest computer design for visual fx - and you throw it out of a plane - can it finish rendering a huge animation (and deploy a parachute) before it hits the ground?
I love a good marketing stunt. In the right situation with the right product, a stunt can be the perfect anchor for a campaign.
But the problem with stunts is once they happen - the excitement wears off and people stop caring.
I knew this stunt needed to play on social in a big way - but it was originally created to live as a TV spot.
Ruthlessly boiling down the footage, we distilled it down to just the attention grabbing parts.
We turned our beautiful hi-fidelity spot into a social native, lo-fi campaign that people could see across every social platform. Because social is all about what’s new, we could always find new audiences that wanted to see a computer get tossed out of a plane, expanding the audience and extending the impact of the campaign.
The results? The most successful Z by HP product launch to date. This strategy is now the handbook at Z for product launches.
