HP PC Ad Campaign receives double hit with accolade and nomination

Published March 21st, 2007 - 11:51 GMT

HP has been recognized for its creative, non-traditional utilization of mass media by AdvertisingAge magazine, which recently named the company’s “The Computer is Personal Again” advertising campaign its “US Campaign of the Year.”
Launched on May 9, 2006, the global campaign spots slowly reveal the identities of well-known personalities: “CEO of Hip-Hop” Jay-Z, “Master of Snowboards, Gold Medals, Gravity”; Shawn White; “Music Producer” Pharrell Willams; “Reality TV King” Mark Burnett and “Technology Maverick” Mark Cuban -- through cutting-edge graphical presentations of how they have used their personal computers to help them achieve both their personal and professional success.
“It’s HP’s goal to deliver the absolute best customer experience to our PC customers, and we feel that experience should carry through every point of exposure to our products,“ said Anil Gandhi , General Manager, Personal Systems Group, HP Middle East.  “From the ‘reveal’ in the achiever spots to the ability to make your own personal ad online, this campaign was designed to personally engage the customer in the HP experience.”
The campaign was also recognized by AdvertisingAge, in part, for its capitalization on the rapidly growing sphere of consumer generated media. The HP campaign was designed to reach non-traditional advertising audiences through web-only films and postings of the web and TV spots by fans of the achievers to video sharing sites like YouTube and Google Video.
It has also inspired a growing viral response, with fans linking to the spots from their blogs.  People are also emailing and blogging their own, personalized versions of the ads, created with both home video equipment and through the online tool provided at the HP Personal Again campaign web site.
Moreover, in Optimedia Dubai, HP team received the silver award in the category of “Best Use of Print” at the Campaign ME Media Planning Awards 2006. Following this, HP was recognized for its creativity by Gulf Marketing Review for the GEMA Awards 2007, again for the Personal Again concept and was short-listed for the ‘Best Print Media Campaign’.

In addition to this, HP Middle East is currently sponsoring the fifth series of Star Academy, aired in the Middle East and North Africa. The sponsorship gives the contestants access to the latest HP notebooks giving them the ability to write and listen to music, to chat online to friends and family and research the internet during their allocated time and to enhance their music knowledge and resources available to give them the best opportunity of being the next big star in 2007.
The next phase of “The Computer is Personal Again” campaign will reveal the contents of the personal computers of such cultural icons as Brazilian author Paulo Coelho, French director Michel Gondry, and designer Vera Wang.
The campaign will continue to roll out around the world throughout the coming year with relevant, local achievers featured in each region.   Many of the campaign elements -- including the ads, behind-the-scenes material with each of the featured achievers, and the interactive create-and-share-your-own ad tool -- can be experienced at www.hp.com/personal.

About HP
HP focuses on simplifying technology experiences for all of its customers – from individual consumers to the largest businesses. With a portfolio that spans printing, personal computing, software, services and IT infrastructure, HP is among the world’s largest IT companies, with revenue totaling $91.7 billion for the four fiscal quarters ended Oct. 31, 2006. More information about HP (NYSE: HPQ) is available at www.hp.com.
About HP Middle East
HP is the largest technology and solutions provider in the Middle East with 670 employees and subsidiaries in Dubai, Abu Dhabi, Riyadh, Jeddah, Khobar, Cairo, Ramallah, Oman and 2 service Joint Ventures in Kuwait and Bahrain servicing the GCC, Egypt and the Levant. HP has been present in the Middle East since 1968 and opened its first regional office in 1994. HP Middle East is the market leader for enterprise, small and medium business and consumer technology products and offers a large portfolio of solutions and services in various business domains.
More information about HP in the Middle East is available at www.hp.com/me

© 2006 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein.


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