COMPAQ

With the legacy of 4 decades, Compaq is a name that a generation remembers. From being pioneers in developing the first portable computer to launching their own TV line, the brand has come a long way. Compaq has resurrected its identity with the new line of products that also include speakers.

With names such as Sony and Samsung dominating the TV market, Compaq was fairly a new name despite its renowned legacy. As the brand had lost its presence after the merger with HP, the same reliance and trust had to be rebuilt in it. Also, the brand was earlier known to develop computers, now their headway in the TV industry had to be done with a clear communication to avoid any confusion.

Being the brand’s comeback in the market, the natural way forward was to go for a 360-degree campaign that would help create an impact on the audience and build brand awareness. Developing a positive, assertive, and caring brand language would help build a strong recall value and create a lasting impression.

We created the ‘Do More’ campaign, whose idea stemmed from the multiple tasks that an Android TV does. It was an experiential campaign that targeted on situations that makes watching TV an enriching experience rather than just being tool of entertainment. The campaign enabled the brand find its foothold in the market.