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When your target market of design professionals thinks your product has "nothing to do with creativity or quality," you have a marketing challenge on your hands.

That's what Hewlett-Packard Co. research uncovered according to Emmanuel Klotz, marketing director-HP imaging and printing group, Europe, Middle East, Africa.

Instead of a standard campaign, Mr. Klotz, 43, and Publicis Groupe's Publicis Worldwide, London, came up with the Hype project, which won two Gold Lions at Cannes. They turned the idea of an art gallery on its head by opening a London gallery with no art. Budding artists were invited to bring an original digital picture or short film on disc, which Hype technicians then printed and hung or projected onto the blank walls. Work was submitted from all over the world, including the U.S.

Hype-commissioned short films also ran during commercial breaks in cinemas. The tightly targeted promotion created a buzz in the upcoming generation of artists, for whom HP wants to be seen as a patron of the arts and a vehicle for liberating what's inside their heads.

"All touch points were investigated," Mr. Klotz says. "We targeted the younger part of our audience because they are still shaping their perceptions of the brand."

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