How HP transformed live football scores into an an extended pitch

Client: HP

The HP Smart Tank “Comfort Seekers” campaign in Germany sought to shake up the brand’s advertising strategy through a clever mix of programmatic DOOH and data-driven, contextual marketing. Real-time football data fuelled this campaign - the first ever dynamic creative optimisation (DCO) campaign launched by HP’s In-House team in EMEA. Through DCO, HP delivered highly personalised, relevant messaging to a new audience of tech-savvy, eco-conscious adults - specifically, “Comfort Seekers”, football-enthusiastic men aged 45+.

The campaign not only achieved record-breaking brand lift and engagement, but also drove measurable business outcomes, including a 3,000-unit MoM and 2,000-unit YoY sell-out uplift during the activation month, and a 0.2ppt QoQ increase in Share of Search. This case demonstrates how advanced data analytics and contextual triggers can transform traditional media into a performance channel, setting a new benchmark for effectiveness in the DACH region.