2008_2718_pdf_1

2008_2718_pdf_1 - 2008 Gold Effie Winner The Computer is...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Effie ® Awards 116 E. 27 th St., 6 th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 © 2007: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards. 2008 Gold Effie Winner “The Computer is Personal Again” Category: Computer Hardware Brand/Client: Hewlett Packard Primary Agency: Goodby Silverstein & Partners Media Agency: Zenith Optimedia Strategic Challenge To make it matter to people that it’s an HP rather than a ”great deal” Following Dell’s lead, PC marketing in the early 2000s had become a barren landscape of specs and price messaging. Dell’s direct marketing model was so successful that competitors were playing copycat to try and catch up. With the exception of Apple, the major PC brands looked the same, sounded the same and offered pretty much the same products. The category had trained consumers to wait for the right deal rather than buy the brand that felt right for them. HP was locked in a price war it could never win against Dell’s more efficient business model. The more HP imitated DELL with short-term promotional messaging and a constant stream of special offers, the further behind they fell. Following the 2002 merger with Compaq, HP held a slim, short- lived lead over Dell in market share. But between 2003 and 2006, Dell overtook HP as the global PC leader and consolidated that position (Source: IDC Industry Trends Report).
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Effie ® Awards 116 E. 27 th St., 6 th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 © 2007: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards. Our challenge was to establish a distinct HP PC brand that would help it compete and win over the long term. Together with HP, we decided on a new approach – rather than focusing solely on “buy it now” messaging for anyone and everyone, we sought to engage more meaningfully with the critical 18-35 year old “influencer” audience. This was a tough ask – years of research showed HP entrenched as a “reliable,” “safe,” overwhelmingly “beige” brand – well liked but certainly not cool to your average college kid. HP had to do something that would shake up the status quo of the
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 7

2008_2718_pdf_1 - 2008 Gold Effie Winner The Computer is...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online