HP’s New Global Marketing Campaign

HP’s new “Everybody On” global marketing campaign celebrates how people around the world are using HP technology to pursue their personal and professional passions. Are they discovering this now or are they revealing a new trend? After reading and listening to the campaign, it looks like both.

The entire campaign is spread across many different types of media—including print, broadcast, online and social media—and builds on the theme: “The Computer is Personal Again.”

HP Product Innovations

“The Everybody On” campaign includes a broad range of solutions—from computers to mobile devices and printers—and explains how technology connects people to their passions. HP’s new TouchSmart PC (available at an attractively low price point) demo shows off its touch screen with graphics, music, audio, animation, photos, etc., all of which is very cool.

Richard Gerstein, senior vice president, Strategy and Worldwide Marketing, Personal Systems Group, HP said, “Five years ago, the personal computer was the center of one’s connected life, while today people are at the center and their technology—across smartphones, tablets, PCs and cloud services—needs to provide seamless connectivity to what is important to them.”

During the 53rd Annual GRAMMY Awards telecast on Feb. 13, HP unveiled the first in a series of TV spots that highlight personal passions and the HP technology that enables them. The first spot featured 13-time Grammy Award winner Alicia Keys sharing her passion for music and the importance of her audience hearing her songs exactly as she recorded them.

The commercial featured HP notebook PCs with Beats Audio—an award-winning technology solution exclusive to HP that was built in collaboration with artist and producer Dr. Dre and Jimmy Lovine, chairman of Interscope Geffen A&M Records and Beats co-founder, to produce studio-quality sound on a computer.

This year, the GRAMMY Awards telecast featured the new HP TouchPad, the first HP webOS tablet, displaying what’s coming up next in the show in some CBS/GRAMMY on-air bumpers leading into commercial breaks.

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Tom Marin is the managing partner of MarketCues.com and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.

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