PHD Spain organised HP’s presence in ‘Casa Amazon’, a temporary space in the centre of Madrid which brought some of Amazon’s core products from the eCommerce site to the attending public across the Black Friday/Cyber Monday weekend. The ‘house’ was organised into rooms – such as living room, kitchen and bathroom – where customers could see, touch and taste the products.
According to Amazon, the pop-up was born from the idea of wanting more direct contact with its customers. In Casa Amazon, all products were exposed in their ‘natural habitat’ and had a SmileCode so that interested users could, from their personal device, scan items and buy them directly from the app.
PHD, HP’s media agency, was responsible for managing the presence of the brand in Casa Amazon, which included more than 15 HP products.
In addition, PHD is responsible for centralising this project not only in Spain, but in other priority markets for HP. Thus, HP is also present in the ‘Amazon Houses’ of London, Berlin, Milan and Paris.
During the days it was open to the public, Casa Amazon had daily visits of between 1,700 and 2,500 people, mainly between 15 and 35 years of age, who contributed to over 500 demos of HP printers and more than 1,000 demos of HP computers.