'The Computer is Personal Again': A Global Integrated Marketing Communications Campaign

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Case Details:

Case Code : MKTG193
Case Length : 16 Pages
Period : 2006-2007
Pub Date : 2008
Teaching Note :Not Available
Organization : Large
Industry : Computers
Countries : Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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The Computer is Personal Again!

The Personal Again campaign was the PSG's first ever global marketing campaign. Created by GSP, 'Personal Again' was to cover North America, Europe, and the Asia-Pacific by 2006 end.

The objective of the campaign was "to grow a more profitable worldwide business through the introduction, support, and marketing of innovative products, services, and solutions that will deliver the absolute best customer experience in personal technology."

The campaign was targeted at PC users aged between 18 and 34 and small to mid-sized companies...

The Impact

'The Computer is Personal Again' campaign helped the HP brand gain 9 percent in brand value, (measured by Interbrand), in 2007 (compared to the previous year) and 18 percent since 2005, compared to a drop of 10 percent from 2004 to 2005. According to Roger L. Kay, president of consultancy Endpoint Technologies Associates, "It's been a very effective campaign. It's been good at drawing attention to HP's products."...


In January 2008, a report published by IDC named HP as the world's largest PC manufacturer in 2007, with 18.8 percent of global PC unit shipments. According to a report released by IDC in October 2007, HP's worldwide PC shipments grew at a rate of 33 percent year-over-year in the third quarter of 2007, compared to the overall global PC market growth rate of 15.5 percent for the same period. In January 2008, at the 2008 Consumer Electronic Show (CES), HP announced a new portfolio of PCs, notebooks, Media Smart solutions, gaming technology, and handhelds to "transform the way people used technology"...


Exhibit I: The Images of Hand Used in the Campaign
Exhibit II: A Webpage of MTV Meet or Delete
Exhibit III: Screenshots of Some of the Advertisements
Exhibit IV: The 'Personal Again' Advertisements


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