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HP’s new global campaign makes ‘the computer personal again’

01-June-2006
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HP’s new global campaign makes ‘the computer personal again’

Hewlett-Packard on Wednesday announced the rollout of its global integrated marketing campaign in India based on the theme ‘The computer is personal again’. The global campaign, which was aired in the US on May 9, 2006, is breaking in India on June 2, 2006.

The new campaign, driven by HP India’s Personal Systems Group (PSG), focuses on the highly individual and personal relationship people have with their computers, unique to each user. The campaign will also make HP’s own approach to selling PCs more personal – putting greater emphasis on empowering users and enterprises.

Speaking at the launch of the new strategy, Ravi Swaminathan, Vice-President, Personal Systems Group, HP India, said, “The concept around this strategy focuses on the highly individual and personal relationship people have with their computers. The campaign will communicate HP’s approach to personal computing, which stems from the deep understanding of consumers and the ability to develop products that fulfill their specific needs.”

He further said, “Today, the computer is an extension of an individual, whether it’s about watching a movie or working on a confidential document. Technology is not simply about hardware – it’s about enhancing the user experience by building innovations at every level of computing technology; right from designing to ease-of-use, security and reliability as well as maintenance and service.”

HP has invested several hundred million dollars in this aggressive global 360-degree marketing campaign, which focuses on India as one of the key markets. ‘The computer is personal again’ theme will run across all media, including broadcast, online, outdoor, print and viral marketing initiatives such as via SMS, etc. Additionally, HP will be driving these core concepts and ideas through all internal and external PSG communications.

Shuchi Sarkar, Head of Marketing, Personal Systems Group, HP India, added, “Our marketing strategy is to develop a power brand for HP’s Personal Systems Group in India. HP is focusing on creating a unique customer experience that transcends all business and customer requirements, and in turn develops an emotional connection between people and the HP brand. The look of the campaign brings these ideas to life, with iconic images of a hand, its handwritten type, and relaxed, colloquial ad copy.”

Publicis Vice-President, Sandeep Madan, said, “More than just an advertising theme, this is a new philosophy from HP PSG. Stemming from a strong insight of 'each individual having a unique relationship with their machine, whether in commercial or consumer segment', this rallying cry from HP will be delivered through product designing, product tuning, to supporting them to recycling them. 'The Computer is personal again' is going to be leveraged in all forms of communication and all customer interface touchpoints because its about 'the technology company being personal again' and HP will deliver the best customer experience. ”

The campaign, created by San Francisco based advertising agency Goodby, Silverstein & Partners, is being rolled out in key countries around the world in North America, Europe and the Asia-Pacific. The campaign was launched in San Francisco on May 9, 2006. Publicis, HP’s advertising agency for the Asia-Pacific region, will roll out the advertisements under ‘The computer is personal again’ campaign in India, while Zenith Optimedia will serve as the media buying agency.

Meanwhile, HP is also introducing five new series of Notebook PCs, including the company’s thinnest and lightest notebook, as well as a series of new handheld iPAQs to cater to personalised customer needs.

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