I had a friend coming over last night in need of help, but that I couldn't provide.

He had just bought a new HP laptop. It comes with the usual installation; OS + Office and a recovery partition. Windows 10 is already licensed, but every time he starts Office 365 it is asking to be licensed. The problem is that when I connected him to the Internet, Office is asking for a key. Nowhere I find this key. It's not on a sticker or anywhere else.

How are these things being activated nowadays?