HP engaged Unbelievable Group to design and deliver an innovative trade experience for Printex, Australia’s leading print and graphic communications exhibition. The brief was to reimagine the traditional trade stand by creating an environment that reflected HP’s forward-thinking spirit and technological precision.
Drawing on the cultural insight that technology can often feel like a maze, Unbelievable Group created an immersive, multi-zone structure that invited discovery. Each space revealed a new layer of the HP story, showcasing how individual innovations connect to form a larger, integrated ecosystem. The goal was to drive engagement, extend dwell time, and elevate lead generation outcomes beyond previous event benchmarks.
Unbelievable Group produced a high-impact, digitally integrated installation that encouraged guests to explore, interact, and engage with HP’s technology in meaningful ways. Through sensory design, strategic flow, and interactive storytelling, the activation achieved three times longer average dwell time than neighbouring stands, with over 8,000 attendees and more than 2,500 direct product interactions.
The audience response was overwhelmingly positive, with HP’s stand awarded Best Exhibit by the organisers. The activation exceeded previous lead generation performance and positioned HP as a leader in innovation and experiential storytelling within the trade and technology sectors.
