The Computer is Personal Againhp

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The Computer is Personal Again-hp
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Goal

• To grow a more profitable worldwide business
  through the introduction, support and marketing
  of innovative products, services and solutions
• To deliver the absolute best customer experience
  in technology

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Overview

• Investing millions of dollars in global marketing
  campaign for its Personal Systems Group (PSG)
• Theme is The Computer is Personal Again
• Focuses on individual and personal relationships
  people have with their PCs unique to each user.
• Whether they want a spreadsheet or a work of art
• To make the computer a more powerful personal
  tool
• Emphasis is on empowering the user
• Less emphasis on the feeds and speeds
• Look brings
• Ideas to life
• Iconic images of a hand
• Handwritten type

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Campaign Elements

• Campaign was created by San Francisco advertising
  agency Goodby, Silverstein Partners
• HP will drive core concepts and ideas through all
  PSG communications world wide
• The Hand

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Television and Web

• HP will be highlighting celebrities, noteworthy
  business people and other recognizable figures,
  and how their PCs are personal to them
• The famous snowboarder, Shaun White, was the
  first to make an ad for hp
• HP will also be joining with MTVs college
  network, mtvU, on the Meet or Delete series
• TV show where college students meet each other
  based solely on the contents of their hard drive.
• They will use every MTV asset around the globe
  cable, online, wireless and outdoor

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Campaign Scope

• The total campaign spend worldwide is several
  hundred million dollars
• Includes traditional, web and viral marketing
  elements that will be rolled out across key
  countries in the upcoming months
• North America
• Europe
• Asia