HP to Consumers: “You Ought to be in Pictures”

HP Wednesday kicked off its promised “You +hp” global
consumer marketing campaign, following up its largest-ever
computer product launch
with an equally impressive ad spend.

“You +hp” is part of a $300 million marketing push HP is undertaking,
featuring the all-encompassing tagline: “(customer) +hp = everything is
possible.” With this latest effort, HP is concentrating on its digital
photography lineup, which includes cameras, printers, PCs, ink and paper.

HPs strategy is to “inspire people to see the picture in everything” and it showcases the work of amateur photographers. To engage consumers, HP has
launched a photo gallery blog called “YOUstories,” designed to encourage
people to post their own stories and pictures. The blog photos feature
subjects ranging from tennis shoes, to pet pugs, to a bright orange vintage BMW. Many
are out of focus or use unconventional framing techniques, with the message
clearly being that nothing is too insignificant to be captured on a digital

“The digital photography movement is on the verge of becoming the newest,
hippest form of self-expression and communication,” said Allison Johnson,
senior vice president, HP global brand and communications. “Traditional
‘capture special moments’ photography is giving way to digital ‘capture
every moment’ photography.”

Goodby, Silverstein & Partners handled the positioning ads, while Publicis
developed the direct response components of the campaign.

Online media creative units display phrases like “you have the power” and
“you see pictures everywhere” and use bright colorful photographs to get the
message across. One 300 x 250 pixel unit uses interactive Flash, allowing
viewers to dig in deeper and view series of pictures, which it refers to as
“stories,” echoing the blog navigation and style.

Two homepage buys are part of the media plan. On Yahoo!, a customized 440 x
160 banner appears right in the center of the page, underscored by text
links that allow users to “view photo gallery,” “stop animation” or give
feedback on the ad. On ESPN.com, a large banner appears, then shrinks, as
the page loads. Online ads also appear on NationalGeographic.com,
E!online.com, RollingStone.com and Concierge.com.

Print elements of the campaign kicked off with a 24-page color insert in
USA Today. Smaller versions of the insert will appear in consumer
lifestyle publications like Vogue, Better Homes & Gardens,
Entertainment Weekly, InStyle, GQ, New York Times
and People.

Television spots featuring unusual filmmaking techniques and the Cure song
“Pictures of You” debut on “Friends,” “Will & Grace,” and “CSI: Crime Scene
Investigations.” They’ll also appear on NFL broadcasts.

Outdoor ads will appear in New York, Chicago, Los Angeles and San Francisco.

The campaign began Wednesday in the U.S. with the rest of North America,
Europe, Asia, and Latin America to follow in November.

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