April 11, 2001
By Tobi Elkin
NEW YORK (AdAge.com) -- A new print campaign supporting Hewlett-Packard Co.'s enterprise product solutions targets business decision makers and information
|H-P ad imagery: a vase as priceless as data.
One ad that broke on Monday in The Wall Street Journal touts H-P's "storage disaster recovery" services that help companies back up important data. In the photo, a man carrying a delicate Ming vase is about to step on a banana peel. The ad copy reads: "How you'd explain it to a clumsy antique shopper. ... Don't worry about the one-of-a-kind Ming vase you just dropped, we've got another in the back just like it."
Created by Publicis Groupe's Publicis & Hal Riney, San Francisco, the campaign also extols the benefits of HP printers beyond printing. For example, H-P boasts its enterprise printers offer customers a full complement of Internet-enabling technologies such as the ability to scan and send documents directly to the Web and to manage printers and supplies remotely.
H-P hopes the campaign will raise awareness for its ability to support Web-centric businesses. "We're in an era where business and IT strategy are now inextricably linked," said Ann Livermore, president of H-P's services unit.
The ads, running in newspapers and business and IT trade publications, support a new line of monochrome printers and business infrastructure products. Spending on the effort is not known.
Copyright April 2001, Crain Communications Inc.