HP has launched an animated 3D superhero called Mr Z to promote its Z-series workstations, and challenge digital agencies to collaborate to create a short film staring the digital mascot.

The film will be shown on YouTube, and social media platforms including Facebook and Twitter will be used to maintain dialogue with the target audience, generating longevity and increasing potential reach.

The campaign is designed to promote the workstation as a rival to the Apple Mac, which has long been the market leader for workstations in this sector. The objective was to expose ‘influencers’ within the agencies to the Z-series, encouraging them to specify these workstations to their IT and procurement teams. Twelve specialist B2C digital agencies will be loaned a Z-series workstation, installed with animation software, to enable them to contribute to the film. As well as bringing Mr Z to life, these agencies could also give Mr Z a new superpower, therefore enhancing the character.

Mr Z was created by McCann Erickson, following research by Porter Novelli to understand technology purchasing in digital agencies. Jessica Rowntree, associate director of PR agency Porter Novelli, comments, “we wanted to get these agencies to use the product and talk about it in an incredible and creative way.” The campaign also intended to leverage the close-knit nature of the digital agency community, encouraging interaction and discussion on social media platforms. This was further seeded by a PR campaign in technology and design titles including Develop 3D and Creative Review.

Jane Zeal, head marketing and strategy at HP PSG, explains the company wanted a campaign that would be more mainstream and that would demonstrate the computer’s design and interface. “We also wanted to move from the traditional approach to engage with users and to capture their imagination.”

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