HP and Intel: navigating the landscape between virtual and in-person work

The Challenge

HP & Intel sought to better understand hybrid workers’ “digital divide” – why some workers thrive while others struggle in a remote work environment post-pandemic, and how HP’s products could shape the “office of the future.” 

HP & Intel were eager to develop a refreshed marketing strategy that effectively navigates the evolving hybrid work landscape—balancing virtual and in-person work post-pandemic—to successfully engage knowledge workers and IT decision-makers (ITDMs) with their products and campaigns.

The Approach

To help HP & Intel assess how its product ecosystem could support knowledge workers in the hybrid era, we explored the mindset of a workforce still adjusting to digital transformation through an online survey with hybrid workers and IT decision–makers in four key markets: US, UK, France and Japan. 

The Impact

HP & Intel leveraged our insights on hybrid working in their successful “Work Happy” campaign, which resonated with customers at the perfect moment – just as the pandemic waned and hybrid work took centre stage. By positioning itself as a leader in the future of work, HP & Intel reinforced its relevance in the evolving workplace. Two years later, the impact of this work continues to inspire and inform how HP teams address the needs of hybrid workers in their communications and products.