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HP takes over mobile screens with music video by The Sam Willows’ siblings

HP Inc. Singapore has launched a new music video advertisement featuring local musicians Benjamin Kheng and Narelle Kheng, members of local band The Sam Willows. This is in a bid to promote its HP Sprocket Photo Printer.

Called “Live Forever”, the campaign was conceptualised by GOODSTUPH and aims to introduce the HP Sprocket Photo Printer to Singapore and drives awareness and consideration. It will run on mediums such as online video, social media, influencer engagement and in-store POS in the months of June to September 2017.

The music video advertisement “takes over” a viewer’s smartphone with its portrait orientation and mimics the “Stories” format of platforms such as Instagram and Snapchat. The campaign, which stars the Kheng siblings, follows the journey of a couple navigating young and exciting love.

An original song was also composed and performed by Benjamin and Narelle Kheng, which mirrors how most young relationships take place – over smartphone screens.

Watch the video here, preferably on mobile.

HP Singapore also worked with media agency PHD and PR agency Edelman for the campaign.

“Through this campaign, we hope to demonstrate how the HP Sprocket can liberate special moments that are stored in our smartphones, turning them into printed memories that capture our life journey,” Ayesha Durante, head of print marketing, HP APJ, said.

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