HP Zedtime Stories

The challenge

The sales teams at HP are bombarded by boring emails containing very dry product information. We were asked – how could the HP Z Workstations team cut through this noise to make their products stand out?

The insight

We don't like to boast – but there's 2 insights at work here. Firstly people don't like to read dull lists, so we should use something they do like.  Like webcomics. Easy to digest, quick to remember.

HP agreed and wanted a brand new character. Which is where the second insight comes in; introducing a new character AND introducing Z Workstation benefits means you have two things competing for your audience's attention. We thought it would be better to use stories that people already know, so the only disruptive element is the product. Boom. 

The solution

And so HP Zedtime Stories was born, a retelling of classic fairy tales, with HP Z Workstations subverting the expected tropes. The client loved it – and even better we got to write and draw 11 of them.

Click on one of the comics to enlarge.

We thought that Zedtime Stories could easily be tweaked to become a consumer campaign – and had some thoughts about how you'd promote it.