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Advertising campaign
Advertising campaign

Leidseplein Bus Shelter: Not Just a Place to Sit

October 3rd, 2012



This past August, Hewlett Packard and JCDecaux Innovate opened up the world's smallest pop-up store: inside the bus shelter in Amsterdam’s Leidseplein. The space was completely transformed and decorated entirely in the style of the sole product featured, the HP Spectre Ultrabook.


The Spectre was displayed in a specially-designed showcase, and HP sales reps were present at the site to inform passers-by about the product. Although the Spectre was not actually for sale at the store (due to permit-issues), those interested could scan a QR-code with their mobile phone and enter a competition to win one of the 14" ultrabooks. These QR-codes were also printed on other HP advertisements throughout the city. In no time, this shelter was brimming with the usual throng of travelers—and smart shoppers!

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