Technology has a huge impact on society. Let's see why and how. Case Study: Magic Words. The unwritten stories. By HP.

1. TECHNOLOGY AND
SOCIETY
Elisabeth Alidou

2. TECHNOLOGY IMPROVED…
Education &
learning
process
(ex: VR)
Transportation
provides
mobility for
people and
goods
The
diagnoses &
treatment of
a number of
medical
conditions
The way
people meet
and engage
in
relationships

3. TECHNOLOGY IMPACT ON
COMMUNICATION
Barak
Obama uses
technology
as a
persuasion
tool
Improvement
of customer
service (ex:
Hello Bank!)
Transfer of
information
for better
solutions to
any problem
Social
medias: live
online
communities

4. MAGIC WORDS.
THE UNWRITTEN STORIES. BY HP
How does HP transform Google
Speech, a simple technology
tool into an emotional
transmitter?

5. JOSÉ ARCANJO DOS PASSOS…
… KEEPS MIXING UP STORIES BECAUSE OF HIS
MEMORY LOSSES
HE WISHES HE COULD WRITE THEM DOWN SO HIS
GRANDCHILDREN CAN READ THEM

6. HP’S LATEST CONCEPT: HP
INC.
Illiterate people from Brazil, including rural areas and big
cities like Săo Paolo and Rio de Janeiro, got their stories
printed out in real time with the help of an HP printer and
Google speech API
Their stories were then published in a paperback book and
turned into a documentary.

7. A SUBJECT THAT MATTERS
13 M
illiterate
people in
Brazil
Stories go
unwritten
People need
to preserve
their
memories
Knowledge
transmission

8. ENGAGING CHARACTERS
“A man tells
his stories so
many times
that he
becomes the
story”
Unique
characters
with their
own style.
Narration
voice.
Bringing
nostalgia
and
empathy
True
characters
reminding us
of our
relatives

9. ENGAGING STORIES
Stories
about
courage and
home
remedies
Stories exist
since Earth’s
Beginnings
Evoking
warm-and-
fuzzy
feelings
Stories that
drive the
listener

10. “JUST LIKE MAGIC”: SIMPLE
TECHNOLOGY, APPLIED IN A
MEANINGFUL WAY
Magic: “the power of
apparently influencing events
by using mysterious or
supernatural forces.”
Oxforddictionaries
Technology is compared to a
magical tool that can make
impossible things possible

11. WHAT ARE THE BARRIERS?
Videos
replace the
written
words due to
digitalization
Only
41 %
smartphone
penetration
in Brazil*
Difficult
access to this
technology:
printer + ink
*2015 Pew Research Center

12. SO WHY DID HP LAUNCH
THIS CAMPAIGN?
HP: market
leader in PC
commerce in
Brazil
Coherence:
positive image,
in conjunction
with society
issues & values
Manufacturing
centers in the
São Paulo
state cities of
Jundiaí, and
Sorocaba

13. HP WANTS TO PROVE
THEY’RE INNOVATIVE
Change of
internal
organization
after CTO
Martin Fink
retirement
Adapting to
blended
reality trends
such as
hypermobility
HP Spectre:
world’s
thinnest
laptop
Looking
into 3-D
printing
innovation

14. LET’S RECAP
Innovation:
reinvented
the way we
preserve our
memories
Society
matter which
concerns a
big part of
Brazil’s
population
Impactful,
memorable,
stories lead
to true
brand
loyalty
HP
democratizes
writing to
illiterate
people