Rationale
The client is focusing on creating a unique customer experience that transcends speed and feed, and in turn develops an emotional connection between people and the brand. ‘Personal Again’ emphasises the vision of a highly individual and personal relationship with the computer, unique for each user.
Backgrounder
The look of the ‘Personal Again’ campaign brings the emotional ideas to life with iconic images of a hand and head, its ‘handwritten’ type look, and its relaxed, colloquial ad copy.
Advertising Strategy
The campaign was rolled out with a teaser campaign, in the form of interactive online banners and SMSes being circulated with a message that read, ‘Who am I?’ However, post-roll out, as a part of integrated marketing campaign, it uses print, online and broadcast media. Tools like posters, direct mailers, collateral, etc will be deployed to reach out to a larger audience. This phase sees engagements with the target audience through road shows building upon the ‘personal’ theme.
Off-the-Record
Since the campaign is global one, there are some elements of the campaign which have not been touched, though it has been largely customised to target consumers here. HP has invested hundreds of millions of dollars in this aggressive global 360 degree marketing campaign, which focuses on India as a key market.
