HP

1. Jasmine Mobarek - External Communications Lead 2. Dan Henry - Head of Marketing South Pacific 3. Shawn Marsh - Head of PC Marketing ANZ

Edelman Australia *Lead Agency

1. Michelle Hutton - CEO 2. Fern Canning Brook - Managing Director 3. Jamil Bhatti - Executive Creative Director 4. Jackson Ainsworth - Creative, Art Director 5. Jasmin Malam - Senior Producer 6. Jilvan Mohammadi - Senior Videographer 7. Thom Landers - Senior Account Director

Apple customers are loyal. But despite “Mac-heads” making up 80% of the Premium PC segment, the tide was turning. Apple had stopped listening to what its audience wanted. HP had a way in. But with Apple perceived as ‘cool’ and HP as ‘corporate’, we had a job to do to revitalise brand perception. To show HP in a new light, we created an owned content series, counselling our “Mac-wobblers” to move to HP. For extra disruption, Susan Bennett, the real voice of Apple’s Siri, played a starring role. It worked.