The objective – create a space for great listening

Create a floor feature that allows consumers to hear the quality of music that HP and Dr. Dre Beats bring to headphones

The approach – cool, upscale destination

Display is constructed of semi-​permanent material and made to look high-​end in-​store with glossy black and red colors, plus illuminated LED panel

Unit stands out and is strong enough to withstand wear and tear of multiple users interacting with it “Listening Station” specifically developed for retailers who can offer up a larger footprint without the end cap position

The thinking – high end look attracts consumers

The HP Beats “Listening Station” attracts both computer and music lovers who are drawn in by the enticing graphics and headphones conveniently hanging on a hook

The display beckons listeners to linger in the store to experience the quality sound for themselves

Passing consumers who see other patrons interacting with the display develop widespread interest and line-​ups ensue to hear the new digital sound experience.

As a 2-​sided unit, there is less waiting time

The results – big sound, big sales

Program is successful in securing additional sales for HP in an extremely competitive electronics category

Heightens strong awareness of the HP brand and firmly establishes HP as a true innovator in the category of technology software

Introduces computer consumers to a premium level of sound in the world of digital music