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HEWLETT-PACKARD INTEGRATED CAMPAIGN
GOODBY SILVERSTEIN & PARTNERS, San Francisco / HEWLET-PACKARD / 2007
Awards:
Overview
Credits
Overview
CampaignDescription
HP launched “The computer is personal again” campaign to remind people their PC was one of the most personal things they own. Not merely a commodity as the image of the PC had become. To shift this perception, the campaign reveals the personal contents of the most interesting and creative people in the world.
Implementation
“The computer is personal again” campaign was launched globally with a 60 second commercial, print and online. Also, a media “roadblock” was implemented for the launch television spot, ensuring it would be seen on dozens of networks at exactly the same time. The campaign was also launched in outdoor mediums around the world.
Relevancy
Since the campaign was launched last year, HP surpassed Dell in global PC sales for the first time in 10 years. They now enjoy the #1 in global market share for PCs. The campaign has appeared in hundreds of news articles around the world. Dozens of “hands” commercial parodies can be seen on Youtube and on Google Video. They now enjoy the #1 (position) in global market share for PCs. The campaign has appeared in hundreds of news articles around the world. Dozens of “hands” commercial parodies can be seen on Youtube and on Google Video.
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