HP Campaign Stresses Possibilities

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HP began its first global brand advertising campaign yesterday since its merger with Compaq in May.


The effort includes print, television, online and outdoor media. It features vignettes showcasing the ways people and businesses use technology today and the role that HP plays in people's lives.


The first set of ads showcases how HP is helping Hollywood studio DreamWorks create a "new generation" of animation, assisting NASA, helping FedEx in its package delivery and helping birdwatchers in Finland record the GPS location of rare birds.


The campaign introduces the theme "everything is possible" and an equation device -- (customer) + hp = everything is possible -- to communicate HP's focus on partnership.


The effort is running in North America and across Europe, Asia and Latin America. The first print ads appeared yesterday in the Wall Street Journal and New York Times, followed today by USA Today. The first TV ad ran yesterday morning on CNBC's "Early Today Show" and last night during ABC's "Monday Night Football."


The first outdoor ad appeared in New York City's Times Square yesterday, and HP will take over premier placement on Yahoo for the entire week. Magazine placements began yesterday in Time with more appearing the week of Nov. 25.


San Francisco-based ad agency Goodby Silverstein & Partners designed the campaign.


The company also debuted a redesigned hp.com Nov. 5. The site features a new graphic layout, easier navigation and customer-specific sections designed to take users to relevant HP products and services with fewer clicks. In addition, hp.com now delivers content via rolling "billboards" for each audience segment, providing access to customized information, events and promotions.


Through next year the site will become available in other countries in 34 additional languages.


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