HP launches digital drive for touch-screen PCs

HP has unveiled a regional XM-Asia/RMG-produced digital-led campaign to promote the launch of its TouchSmart touch-screen technology desktop PCs. The through-the-line campaign spans 14 markets across Asia-Pacific and mirrors the breakthrough technology of touch screen PCs and demonstrates the interactivity consumers crave on their computers.Based on the insight that ‘in the course of our daily lives, we have lost touch with the feelings that have made us feel most alive”, their website focuses on awakening human emotions that have lapsed into disuse over the years. To drive site experience, users are invited to re-connect with their latent emotions via an extensive array of symbolic characters and touch-enabled actions to show off their feelings. Paul Soon, managing director of XM-Asia/RMG said: “Primal human emotion is the most powerful trigger. We hope the digital experience will evoke the thought that technology can be liberating. And with HP TouchSmart Desktop PCs, you can feel and experience what you create.”“We have put plenty of heart and soul into this piece of work and we believe that visitors to the site will feel it too,”