Two Finalists In AMI Awards for HP & Convert

The annual Australian Marketing Institute Awards for Marketing Excellence are presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices. HP and Convert are finalists under both Sponsorship and Experiential and Brand Experiences.

The category winners and overall Marketing Program of the Year will be announced on 24 October. State winners and national finalists have been listed for each category:


  • HP and ARIA. Rock On Australia, Hewlett Packard Australia
  • Volkswagen Leverage Campaign for Sydney Swans Partnership (NSW winner)
  • Memory Walk, Alzheimer’s (SA winner)
  • We Love Cricket, Commonwealth Bank of Australia
  • Secrets of Saltimbanco, Optus
  • Qantas – The Great Crusade, Qantas
  • Optus 2012 Australian Open, Optus
  • Coates Hire and the V8 Supercars Championships, Coates Hire

Click for Rock On footage

“In 2011 HP became a major sponsor of the 25th Annual ARIA Awards in order to generate retail sales, grow Laptop share and revitalise the HP brand. The ARIA positioning “where Australian artists and fans are united by music” amplified the global positioning of Beats Audio™ on HP PCs, so youth-centric music lovers who embrace technology could “hear music as the artist intended”. The sponsorship was integrated into every HP marketing activity in October and November of 2011

The brand platform announced the sponsorship and localised a global campaign, aligning HP technology with ARIA music lovers. In an Australian first for the ARIAs, HP brought shoppers face-to-face with ARIA artists, provided voting platforms and drove them instore. Online and mobile advertising increased reach identifying laptop models, listed retailers and the HP Online Store. HP social media hosted the ARIA public voted awards. Finally, HP connected with the broadcast ARIA Awards and publicity”

Experiential and Brand Experiences

  • HP Trucks. Music On The Move, Hewlett Packard Australia
  • Qantas Q Bag Tag, Jack Morton (NSW winner)
  • Life impact – Engaging the community, University of Adelaide (SA winner)
  • KitKat Chunk 3 – Triple the Fun in Your Break, KitKat Chunky 3
  • Mobile Manicures, COTY Australia
  • Malaysian Airlines – Insiders’ Guide to Malaysia, Malaysian Airlines/Yahoo!7
  • Treasure Trackers: the My Stockland App, Stockland Commercial Property
  • Castrol Professional Relaunch, Castrol Lubricants Australia
  • Qantas – The Great Crusade, Qantas
  • Coca-Cola, Coca Cola

Click for Music on the Move footage

“Hearing was believing as HP took on the challenge of getting young Australians to experience the studio sound quality of their exclusive Beats Audio™ enabled PCs. Knowing how close great music and smart technology are to their hearts we devised an experiential and brand experience that delivered in both areas, at 11 music events and 24 shopping centres in three states over six weeks.

While some events had international headliner DJ Havana Brown running the show on a Beats Audio™ HP laptop, the giant headphone-wearing trucks that transformed from mobile billboards to fully equipped sound stages proved to be almost as much of a crowd pleaser. Over 60,000 people got to hear HP in action.

HP Beats Audio™ Trucks and Promoters at shopping centres and Harvey Norman stores backed by strongly branded collateral and customised on-shelf point of sale – all helped link the event activity to purchase point. Post campaign, brand unit share grew, consideration of purchase went up and actual HP purchases increased in the following three and six months”