'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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"We've listened to what our customers have told us makes a computer personal to them ¾ from the way it looks and it's used, to how they buy it and are supported after the sale. That PC buyers young and old, consumer and professional, around the world continue to choose HP in growing numbers is proof that we're succeeding in providing that best customer experience."¹

- Todd Bradley, Executive Vice President, Personal Systems Group, HP, in October 2007

"The campaign has resonated very well with business customers and consumers around the world. Additionally, it has established HP as the company on the forefront of delivering new technologies to enable today's digital lifestyle."²

- Satjiv Chahil, Senior Vice President of Marketing, Personal Systems Group, HP, in February 2007

"We wanted to step away from selling computers as a commodity to telling a story in an autobiographical way."³

- Steve Simpson, Partner and Creative Director at Goodby Silverstein & Partners,⁴ in July 2006

Introduction

In February 2008, the Hewlett-Packard Company (HP) announced financial results for its first fiscal quarter ending January 31, 2008. HP recorded a net revenue of US$ 28.5 billion - an increase of 13 percent compared to the corresponding period of the previous year. In this, the revenues of the Personal Systems Group (PSG)⁵ accounted for $10.8 billion⁶, a year-on year increase of 24 percent. According to analysts, some of the growth in the PSG's revenues could be attributed to HP's innovative advertising campaign, 'The Computer is Personal Again.' Launched in May 2006, the campaign featured celebrities explaining how their HP personal computer (PC) was an integral part of their lives.

As part of the campaign, HP's advertising agency Goodby, Silverstein & Partners (GSP) created the advertisements that were aired across all media, including broadcast, print, and online. The award-winning campaign helped HP beat Dell Inc. (Dell)⁷ in PC sales in the second half of 2006 as well as in 2007.

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1] "HP's PC Market Growth Outpaces Industry's," www.hp.com, October 17, 2007.
2] "HP Gets Personal with Super Bowl Ad, Extends PC Marketing Campaign," www.hp.com, February 2, 2007
3] Eric Pfanner, "On Advertising: HP Gets Personal," www.iht.com, July 23, 2006.
4] Goodby, Silverstein & Partners is a San Francisco-based advertising agency.
5] HP's businesses are categorized into three groups - the Personal Systems Group, the Imaging and Printing Group, and the Technology Solutions Group. (Source: www.hp.com)
6] James Niccolai "Update: HP Reports Strong Results on PC, Enterprise Sales," http://www.infoworld.com, February 19, 2008.
7] Dell Inc., an American technology company, develops, manufactures, sells, and supports personal computers, servers, data storage devices, network switches, personal digital assistants (PDAs), software, televisions, computer peripherals, and other technology-related products. (Source: http://en.wikipedia.org)