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State of emergency

17.02.2017 HP : Branded Content : The Internet Of Things
The Wolf by HP Studios, Global

Global – HP has produced a four-part web series about security vulnerabilities designed to appeal to Millennials.

  • The campaign stars actor Christian Slater, is directed by BAFTA and Emmy-nominated cinematographer Lance Acord and edited by Oscar-winning editor Kirk Baxter
  • Businesses will spend £806.7bn ($1 trillion, €939.5bn) on cybersecurity between 2017 and 2021, according to a report by Cybersecurity Ventures

The first part of the series, The Wolf, was produced by the company’s new content division HP Studios, which was formed to raise the bar when it comes to what audiences can expect from its B2B content.

The aim, according to Vikrant Batra, global head of marketing for imaging and printing at HP, is to create entertainment that will forge an emotional connection with IT decision-makers. The company’s research shows that 55% of these are now Millennials, who it claims are primarily male, and interested in sectors such as gaming and tv.

‘They have one life and don’t become something different when they go to work,’ says Batra. ‘They’re not going to download a 50-page white paper – they want the kind of content that they want to watch. You have to treat these business consumers as one person. So give them content they’ll love.’

​The Big Picture

Business-to-business advertising is a sector ripe for innovation. For more on how the Branded Content sphere is evolving, see our market report, parts 1 and 2.