The effort, which breaks March 21, represents the first major test of the marketer's "Invent" ad theme and is said to constitute a major portion of the $200 million earmarked for its image push (AA, Nov. 11, 1999).
In the initial media wave, Hewlett-Packard will deploy no fewer than five print executions in The New York Times and The Wall Street Journal, along with business publications and newsweeklies. A trade magazine component is also planned; radio and outdoor ads are under consideration. TV executions are set to launch late next month.
The print ads breaking this week will speak to how Hewlett-Packard's e-services offerings support the concept of "Invent." The company's target ranges from individual entrepreneurs running home-based businesses to medium and large enterprises.
"Last year, we were very much in an education mode . . . talking about where the Internet was going to evolve to," said Michael Ainscow, worldwide e-services ad manager for Hewlett-Packard. "Now, we're talking more about the infrastructure components that you're going to need to support the e-services world. And we're talking about motivating people with their great ideas," he said.
Rather than flooding ads with technical jargon and product-specific messages, Hewlett-Packard will speak in generic terms about categories such as storage, software and consulting. However, some product-specific ads are planned. Executions for servers, for example, talk about how Hewlett-Packard offers an array of solutions: Linux, Unix and Windows NT servers. An ad for Apps on Tap explains how businesses can rent solutions from Hewlett-Packard and outsource functions such as accounting. It suggests that rather than buying hardware and software that just sits on a computer, customers can rent them and have them tailored to their business' unique needs.
"We're trying to keep it simple," Mr. Ainscow said.
Hewlett-Packard aims to empower businesses through its e-services solutions; ads will be tagged with a special URL, not finalized at press time, that will direct readers to a Web site that qualifies their needs and offers opportunities to partner. The site will talk about how to take a business online and manage it there.
The spreads also include aspirational messages. "They talk about inspiring the individual," Mr. Ainscow said, and "what HP provides in an e-services world."
Creative shows everyday people, humorously depicting the "familiar in an unexpected way," according to Mr. Ainscow.
The global campaign will run through October. Saatchi & Saatchi, San Francisco, handles international media planning and buying and U.S. media buying. Creative represents Goodby's first crack at Hewlett-Packard's e-services, considered a major component of its new strategy. Saatchi handled the company's first e-services work last year.
DIGITAL CAMERAS, PRINTERS
Late next month, Hewlett-Packard will demonstrate how e-services will figure into the consumer world of printers and digital imaging. The campaign will talk about products and services as they relate to the "Invent" concept. Products include digital cameras, printers and may include Pavilion PCs.
"We'll talk about products only as they speak to `Invent,' and how we help make our consumers inventive as well -- not just what we're inventing, but what others are inventing," said Julia Mee, brand advertising manager.