OMEN by HP Awareness Campaign, concenptualised, executed and managed by NetPartnering South Africa.

1. OMEN by HP South Africa Launch
Presented by NetPartnering South Africa
August 2017

2. Campaign Overview
2
GOAL
Identify or create an opportunity to create awareness of the OMEN by HP gaming portfolio and increase purchase intent by positioning it as a highly capable
tool gamers can use to dominate games.
OBSTACLES
Gaming has experienced explosive growth over the last few years and has become a mainstream sport/activity. Gaming consoles like PlayStation are
considered to be cheaper and offer an economic gateway to gaming. Gamers that have evolved to PC gaming are assembling their own machines to meet
the required specification to playgames.
PRODUCT TRUTH
OMEN by HP PCs offer extreme performance and power for unhinged gaming. The unified gaming portfolio delivers over-engineered products meant to bring
bold innovation in the gaming space.
THE IDEA
Identify and partner with key e-sport gaming event, RUSH, to aappeal to immerse the brand in the gaming community and highlight the benefits of using
OMEN by HP PCs to play and dominate games. Use event as a vehicle to drive conversation and interest in the product portfolio.

3. Target Audience
3
gamer
ˈɡeɪmə/
noun
1.
a person who plays video games/e-sports or
participates in role-playing games.
"every gamer has suffered from small-screen videos"
The campaign will target the gaming community;
Primary target: social gamers
Secondary market: avid gamers
Auxiliary market: e-sports fans

4. 4
Consumer Persona: The eSport athlete mentality
Want tough competition:
"Both teams used their strongest heroes and
strategies and the matches were very intense. In
every game we lost or won we accumulated
more experience for future games. So we really
want to thank Newbee for these high level
games."
Dedication:
What are you doing to prepare for the Wild Card matches?
Step 1: Play Dota, watch Dota, live Dota, talk about Dota, strategize about Dota, think
about Dota.
Step 2: Reset your mind.
Step 3: Sleep.
Step 4: Repeat from Step 1.
Personal growth:
“I always look forward to any match I play, some more than others. But
when it comes to TI, of course! I'm not sure what to expect, but I'd love to
prove myself — not for them, not for the community, but for my own sake
and my mind.”
Driven:
“When I was beaten to a pulp I promised myself I
would play the game until I was good at it.”
Hard work:
Between playing with teammates, practicing solo, and watching film of games to identify
ways to hone their skills and strategy, Team Liquid’s players say they put in at least 10 to
12 hours a day training in Heroes. “It’s exhausting,” says Team Liquid player Daniel
“Shad” González. “You get mentally tired because you are thinking all day about the
game and how to improve, and then in training you're concentrating to try to fix your
mistakes.”

5. Tools to Dominate
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OMEN by HP Portfolio
Wake up. Battle. Conquer. Repeat.
Work harder, train longer, and rise upto the relentless competition. Equipped
with powerful hardware and a venomous design, OMEN PCs are ready for the
challenge, anytime, anywhere.
Go on, stake yourclaim.

6. PLATFORM : REINVENT DOMINATION
TARGET: “Enthusiast” and “Performance” gamers – who, to them, gaming is more of a lifestyle than a
hobby. They enjoy the competitive edge of gaming, spending hours practicing and improving their technique
eSports athlete who excel at the games they also play. Always striving to be better each day, they compete
their capabilities and become stronger gamers. They are dedicated, informed, highly connected,
sport – it takes training, strategy, skill, and unwavering dedication.
PERSONA: THE ATHLETE
Passionate about gaming, I push myself to be better, and I feel accomplished when I make progress. I am
energized by the comradery of the game and being part of a larger global gaming community. I have
respect for gamers who have achieved a level of skill I don’t currently, or will never, have.
AUDIENCE MOTIVATION: Doing my best every single time (with friends, on my own or in competition)
EMOTIONAL BENEFIT: Being better today than I was yesterday
RATIONAL BENEFIT: The ultimate gaming products, providing cutting-edge power and reliability, so
you can focus on dominating the game
KEY SELLING POINTS: Devices made to never let you or your performance down
TONE OF VOICE: CONFIDENT / DETERMINED / INSPIRATIONAL / SMART / WITTY
OMEN by HP
6

7. RUSH eSports Challenge
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From the 21st to 23rd of July 2017, Sandton Convention Centre, Johannesburg played host to the inaugural RUSH E-Sports initiative.
RUSH, in partnership with OMEN by HP as a headline sponsor, brought a number of different eSport tournaments and activities together under one roof. This multi-tournament,
multi-platform, multi-game event gave visitors the opportunity to experience the exciting world of competitive gaming first-hand.
OMEN by HP League of Legends Challenge
In addition to the headline sponsorship, HP hosted one of the four gaming tournament played at RUSH.
The OMEN by HP League of Legends Challenge featured five versus five battles at RUSH. The ultimate winner of the challenge, Royalty Clan, will be travelling to Prague to play
other winners from other OMEN by HP competitions in Prague this October.

8. RUSH eSports Challenge Elements
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OMEN by HP
LOL
Tournament
OMEN by HP
Pop up store
Website &
ticket branding
Venue
Branding
RUSH eSports Challenge. Powered by OMEN by HP.
Headline Sponsorship
.
Awareness amplified by gaming social media influencers

9. OMEN by HP LOL Challenge
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Team Limit: 8
Group stage into
knockouts
Tournament:
Double Elim Groups,
Single Elim Playoffs
Match Format:
Groups & Playoffs
Best of 3 Grand Final
Best of 3

10. Tournament Agenda
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The OMEN by HP LOL Challenge sprawled over 3 days and was contested by 8
teams.
The tournament was MC’ d by Pippa Tshabalala and games were narrated by two
shout casters throughout the weekend.
During game intervals, OMEN by HP product videos were played on the screens and
the HP product manager briefly spoke about the product portfolio.

11. OMEN by HP Pop Up Store
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12. OMEN by HP pop-up store
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13. OMEN by HP pop-up store
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14. OMEN by HP pop-up store
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15. Products on display
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16. OMEN by HP Store Offer
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17. RUSH Giveaways
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18. RUSH: Venue Branding
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19. Venue branding
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20. Venue branding
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21. RUSH Website
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http://rushesports.co.za/

22. RUSH: OMEN by HP Campaign Page
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www.omenbyhp.co.za/rush

23. NAG Online Takeover Skin
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www.nag.co.za
29631 Impressions

24. NAG Online Takeover
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www.nag.co.za

25. Digital Display Advertising
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26. Social Influencer strategy
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Social influencers helped amplify HP’s involvement with RUSH and their content
will be guided by the below four pillars;
1. OMEN by HP product
2. RUSH event to drive awareness and tickets sales
3. HP OMEN Store
4. Gaming event at RUSH
Paid social media targeted persons between ages of 14 and 35 that have an
interest in sports and video games in the greater Johannesburg region.
Majority of the budget was spent on Facebook (30%) and Instagram (30%) and
the remainder on Twitter (15%) and YouTube (25%).

27. RUSH Social media coverage
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Facebook/Instagram
Engagement – 8428
Reach – 130,153
Engagement Rate – 0,06%
Twitter
Engagement – 4528
Impressions – 188826
Engagement Rate – 0,02%
Campaign Learnings & Insights
The campaign provided positive results for the event and awareness of the HP OMEN overall.
Initially 34 pieces of content were booked and paid for with the influencers that were involved in
the campaign; Over all there were 50+ posts that went out over social as each influencer provided
added value and had their posts appear over all their social channels.

28. RUSH Social media coverage
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29. RUSH: Social media coverage
• CLICK HERE to view full report.
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30. RUSH: PR/Social media coverage
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31. RUSH: PR/Social media coverage
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There has been 1370 RUSH mentions across traditional and social media.
14 Broadcasts
17 Print
190 Online
1149 Social media
CLICK BELOW to view full coverage

32. RUSH: PR/Social media coverage
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33. Post event footage
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34. Post event footage
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35. Post event footage
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36. How it all came together
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The event gave OMEN by HP a voice in the gaming community, that voice was amplified by the social media influencers to dominate the gaming conversation for
the duration of the campaign. And afterwards. Ultimately, OMEN by HP the brand was placed right in the centre of the gaming community.

37. Phase 2 : Sponsorship of rAge Expo and LAN
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Sponsorship of rAge Expo and Lan
6th to 8th October 2017
- Branding
- OMEN by HP Store

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