We developed a campaign that combined both product-awareness and demand-generation ads. Each ad in the campaign utilised a colorful graphic plus a grid that symbolised the virtual network that HP ProCurve products create and manage, while visually tying into the +hp graphic device.The campaign launched with product-awareness ads that defined HP ProCurve’s networking solutions and positioned HP ProCurve as the affordable alternative to Cisco. These ads were followed by demand-generation ads that featured more granular product detail about HP ProCurve products and solutions, coupled with compelling offers to drive immediate customer response.

Our HP ProCurve Clients were very happy with the creative outcome, expressing that the photography and graphic grid device gave HP ProCurve a unique, distinctive look in the category.The campaign is still going, so specific metrics are not yet available. But, since the campaign launched, HP ProCurve became the number two supplier in the category in both the U.S. and Europe.