The campaign, called “What Do You Have To Say?” is part of HP’s broader Print 2.0 strategy, which focuses on delivering a next-generation digital printing platform to consumers, small businesses and enterprise customers.
The global ad campaign, developed by Goodby, Silverstein & Partners, San Francisco, includes TV, online and outdoor.
“We really want to think beyond printers to the world of printing,” said Kathy Stromberg, VP at HP’s Imaging and Printing Group.
“We want people to think about printing in terms of the Web and what the Web is enabling. The campaign brings to life the strategic shift that not only HP wants to make but what our customers are driving.”
Featuring celebrity entrepreneurs, including snowboard developer Jake Burton, singer and fashion designer Gwen Stefani and graphic designer Paula Scher, the campaign shows how HP can help users express their ideas and creativity through HP printing and imaging services.
The campaign is driven by online, including banner ads, microsites and social media.
“For the first time in our history, we are having at least 50% of our media online versus traditional media,” Stromberg said.
Central to the campaign are microsites featuring the celebrity entrepreneurs, with applications that let users express themselves by mashing, creating and publishing digital content in innovative ways.
For example, at hp.com/gwen, users can combine their personal content with free designs from Gwen Stefani to print greeting cards, CD labels and paper dolls. On hp.com/burton, small and midsize business users can access online tools to help them build their brand. And at hp.com/paula, entrepreneurs can use free customizable tools to print business cards, letterhead and brochures based on Scher’s designs.
The online campaign also features banner ads that let users create content such as business cards within the ads.
The campaign kicked off with distinctive out-of-home placements, including a billboard in Times Square that displayed user-generated content created online.
HP has also partnered with Yahoo to provide an HP printing toolbar and with Microsoft Corp. to provide its Snapfish printing service in the Windows Live Spaces community.