Interns at Publicis NY were asked to create an HPE brand campaign that opens people’s eyes past the current view of autonomous driving to the larger potential of how it will improve the way we live and work in big cities.
As UX designer over this 9-week project I delivered the following
With Rogers Innovation Adoption Curve in mind we created two personas which helped to guide our design solutions and create a relatable journey.
Despite their different lifestyles, we found that city dwellers like Michelle and Seth have a lot of the similar stress points about living in the city––our research found that they’re concerned about Air Pollution, Lack of Space, Time & Money, and Noise.
As cities sprawl, inefficient energy consumption and transportation compound these stressors and threaten our environment. These are some of the same concerns that autonomous cars powered by HPE edge will help to alleviate.
As we see it, autonomous cars powered by the Edge can polish your city, big time. We like to say polish because at it's core your city is still good. In fact, it's better than good it's your home. We just wanna clean it up a little, dispel some of those familiar city stressors and show you the bright and shiny city you've been living in this whole time.
By allowing autonomous cars in your city roads will be less chaotic, there will be more room for parks, no parking lots or meters (goodbye parking fees!) less honking and altogether a cleaner, greener and more picturesque city.
Our guerilla marketing and social posts will drive users to our microsite, the hub for learning more about HPEs edge technology, discovering upcoming popups in the area, Social posts following the hashtag #metropolished and our vision... what a future powered by HPE Edge means and why you should get excited.
Our Pop-Ups will take place in Austin, TX during South by South West. Our Pop-Ups exist to bring users excitement for a future powered by HPE Edge to life in the present and get them talking. We came up with two pop ups , Community Garden and Lounge Space. At all of our pop-ups guests will be able to chat with a brand ambassador to learn more about what HPE's edge technology has to offer.
To demonstrate HPE Edge technology at either of the pop ups guest will be able to "send" music or seed packets to the guests at another pop up.
Both pop-ups will also have take aways which will prompt attendees to learn more. The garden pop up will have a desk garden and the lounge pop-up will have a car usb which links to the music from our pop-up.
Through HPE’s interactive pop-up Seth and Michelle connect for the first time! Michelle sends Seth some seeds. And Seth sends Michelle some tunes. They end their experiences feeling excited about a future powered by HPE EDGE. And thinking, “Finally a solution to the urban issues of air, space, time, money, and noise. I wonder what elseHPE’s edge technology can do!” and lastly, they leave taking action. As HPE advocates, they cannot wait to spread the word.
From OOH and mobile ads directing to our microsite, users discover our exciting tech pop-ups. Through HPE’s interactive pop-up users can connect for the first time! Without being in the same pop-up location, Michelle sends Seth some seeds and Seth sends Michelle some tunes. They end their experiences feeling excited about a future powered by HPE EDGE. And thinking, “Finally a solution to the urban issues of air, space, time, money, and noise. I wonder what else HPE’s edge technology can do!” and lastly, they leave taking action. As HPE advocates, they cannot wait to spread the word... #Metropolished
Our presentation was acknowledged for being the most on brief, relatable, and having a strong user journey.
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