HP launched a $300 million-plus global consumer marketing campaign yesterday under the banner “You + hp.”
The push, the largest in the Palo Alto-based high tech marketer’s history, is part of HP’s ongoing “(customer)+hp=everything is possible” branding campaign.
The campaign is designed to showcase HP’s digital photography line-up of camera equipment and accessories. An online “YOUstories” Web log invites consumers to submit and share online photo essays at www.hp.com. Online ads will also appear on several consumer-oriented Web sites.
A 24-page color insert ran in yesterday’s USA Today, and smaller versions will be included in Vogue, Better Homes & Garden, Entertainment Weekly, InStyle, GQ, New York Times Magazine and People, among others.
TV spots will appear on several shows, including “Friends,” “Will & Grace” and “CSI: Crime Scene Investigations,” as well as during NFL broadcasts. Outdoor advertising will be placed in New York, Chicago, Los Angeles and San Francisco.
The campaign began yesterday in the U.S. with the rest of North America, Europe, Asia and Latin America set to follow in November. Goodby, Silverstein & Partners created the positioning advertising, and Publicis developed the response and product promotions.
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