The Fox Problem, a live online entertainment series inspired by the irreverent 90s ‘Zoo TV’ formats such as TFI Friday and The Word, caught the imagination of a next generation of TV viewers. Inspired by this popular cultural phenomenon, DRUM knew it would be the perfect vehicle for HP to change the way that people think about its brand.
The series launched live on YouTube and was presented by ‘The Three Foxes’; Radio 1 host DJ Gemma Cairney, VEVO’s presenter Georgia LA and State side correspondent and Fuse News presenter Georgie Okell. Over 10 weeks, DRUM oversaw five live shows, five live events and weekly VODs showcasing the next generation of talent artists covering fashion, music and tech. The bi-weekly interactive shows were broadcast live in front of a studio audience from a hidden railway arch in London’s digital heartland Shoreditch.
While HP had previously been seen as a brand for their parents, DRUM ensured that HP technology was seamlessly integrated into the editorial with format points such as Skype Head, where international guests (including Richard Branson and, Commander Chris Hadfield) are interviewed by the presenters via Skype. Plus Ollie’s printer, where the audience can email the printer for shout outs.
After the six-part series ended, 60 per cent of 16-34 year olds saw HP as relevant to them and 55 per cent said they were more likely to consider HP products. The series directly resulted in over £1.3 million sales on the HP website alone and returned the brand to its number one position in the market.
Head of Client Servicing