Consumers and IT customers view HP 'as a printer company that also makes PC's'. For HP to become the number one technology company, our goal is to persuade potential customers that HP is a multifaceted company leading the IT segment. The ultimate goal is to make HP an iconic brand.

Sponsorship has proved successful in our quantitative and qualitative research. Key consumer metrics for "express yourself" and "creativity" are up +20%. 90% agreed that HP "helped make a programme that would have been impossible without HP". Virtual History has since won awards for outstanding visual effects helping HP to foster new business partnerships within the entertainment industry.

During 1944, the German army generals tried to assassinate Hitler – 2004 was the 60th anniversary. Meticulously documented but never actually filmed, events were brought to life in a two hour programme, as if using contemporary film footage. Actors' faces were reconstructed using CGI with those of Hitler, Churchill, Roosevelt and Stalin. Archive and 'new' footage merged seamlessly. All sponsorship elements surrounding the programme used the core idea of the CGI generated face; in trailers, sponsorship credits, vignettes, online and off line marketing.

HP's association with the programme was credited across all media channels; in print, outdoor and television. A short form programme tracing the evolution of CGI using the face of Churchill was produced by HP, showcasing their 'HP Invent' with 'Virtual History'. Plus a one hour programme 'the making of VH' showed how it was done. A print competition and a dedicated microsite invited people to suggest future subjects and win an HP Digital Camera.

Research revealed that when people realise the breadth and depth of HP's expertise, their view of HP is re-appraised. Consideration and preference increase. The communications strategy sought to showcase how HP's technology collaboration enables leading global companies to be at the forefront of industry: +HP=everything is possible. Our media solution brought the brand strategy to life by showcasing HP's technology via programme sponsorship. Research showed that sponsorships work if a credible link exists.Discovery shares HP's core brand values. Audience profiles and global distribution match. Historical documentaries resonate well with HP's and Discovery's audiences.CGI (Computer Graphics Imaging) now plays a crucial role in film and television. By creating a new documentary genre using CGI technology to make history exciting, we created the perfect sponsorship association showcasing +HP=everything is possible.