In a broad advertising blitz launched Monday, IT giant HP
will promote the varied uses of its technology, as the company seeks to liven up its brand image.
The campaign — which will run on TV, print, outdoor, and online media — uses the tagline, “Everything is possible,” and an equation: (customer) + HP = everything is possible.
The ad push features everyday people and businesses and how they use HP technology to accomplish their goals. The first campaign ads highlight NASA using the company’s technology on the space shuttle; DreamWorks creating animation with HP; and Finnish bird watchers using HP to track the position of rare birds.
“This is the most assertive, creative brand campaign HP has done,” Gary Elliott, vice president of HP’s brand and marketing communications. “We decided the best way to become recognized as the world’s leading technology company was to simply tell it like it is.”
HP did not disclose the cost of the campaign, but one analyst estimated similar campaigns cost about $400 million.
Designed by Goodby, Silverstein & Partners, the campaign began with print ads Monday in The Wall Street Journal and New York Times. A commercial ran Monday morning on CNBC’s “Early Today Show,” and another will debut on ABC’s “Monday Night Football.” An HP billboard went up Monday in New York City’s Times Square.
On the Internet, HP has locked up Yahoo’s top banner placement for the entire week, running rich-media ads that tell of HP powering The BMW WilliamsF1 team cars and Amazon’s Linux-based ordering platform. Those ads, along with another featuring the Finnish bird-watchers, also run on WSJ.com and ABCNews.com.
The online ads are meant to be interactive, with users able to go to an HP site for a full Flash presentation on how HP technology helps DreamWorks create Shrek or how HP Unix servers are used by mission control to direct space exploration.
The muscular ad blitz comes as HP looks to move forward from the divisive proxy battle arising from its $19 billion merger with Compaq.
Fellow tech giant IBM last month launched an estimated $700 million to $800 million ad campaign to push the company’s On-Demand computer initiative.