We build technology that touches lives. From aeronautics to life sciences, HCL touches millions of people through technology across the world everyday.
Technology is the heartbeat of
HCL. In 2005, we showcased our
expertise in technology through
the "Talking Numbers" campaign
using the voices of 0 & 1, the
building blocks of the binary
universe.
Though technology on its own is
just an enabler, its power can
be felt when one sees the
immense impact it has in various
walks of everyday life.
This, for us, became the road
ahead. We set out to show our
stakeholders, across the globe,
the width and depth of our
technology, and its ability to
touch lives everywhere.
Technology that touches lives
The brief was simple - show the
reach and importance of our
technology in everyday life. The
hard part was making it brief,
60 seconds to be precise. Then,
suddenly, a light bulb sparked
to life.
The idea was to see the world
from the eyes of a common man,
someone who isn’t completely
aware of our presence. But as
the film unfolds, he finds out
that we are almost everywhere,
and that many of the things that
he took for granted are in fact
powered by our technology. In
order to initiate this process
and give the brand a face, a
protagonist was introduced - the
HCL employee.
And thus the ad becomes a chance
encounter of two people from
different ends of the same
spectrum. It’s the story of -
The Hitchhiker. And the campaign
became the "Technology that
touches lives."
Touch Technology
Campaign
Dur: 60 sec
Making of the
Campaign
Dur: 3 min 49 sec
HCL Leaptop
Dur: 40 sec
While television brings the
brand to life in a powerful way
, it is the role of print to
expand and give depth to the
message. Thus we did a print campaign where various examples
of the way HCL touches lives are
presented. Each ad
addressed a specific target group and highlights the facts
relevant to that target group.
The entire campaign had a
consistent HCL signature look.
SURROUND
In our current campaign, "surround"
plays an integral role in reaching out to our consumers and
employees in their daily life. Outdoor advertising is
primarily used as a reminder medium for the entire campaign,
with a consistent message of "Technology That Touches lives"
and " HCL : A $ 4 Billion Enterprise".
Other elements of "surround", such as Posters, Mugs and
T-Shirts, are used to highlight the message intenally to all
our employess.
Viral
The
viral helped bring in
the humour element to
the whole campaign. Very
successful as an email
forward, the viral
represents a new medium
and added a quick burst
of laughs across the
audience.
