Integrated campaign

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Hewlett-Packard Co.

Agency: Goodby Silverstein, San Francisco

It’s a lament expressed by businesspeople around the globe: Change is happening too quickly.
“The consistent message we heard in our research from businesspeople in four regions of the world was that things were moving very quickly and that they were having a hard time keeping up,” said Tracey Trachta, director of worldwide enterprise advertising for Hewlett-Packard Co.
In an integrated campaign that combined elements of interactive, outdoor, print and TV, HP told its broad audience of C-level executives, IT professionals and other business decision-makers that it could help them roll with the tide.
“Change is constant,” Trachta said. “Our message was that with HP’s enterprise strategy we can help you connect your business with an enterprise solution.”
Tying all the elements together in the campaign was an arrow, suggesting that HP can help its customers move in a positive direction, Trachta said. In one of the campaign’s two TV spots, a man’s attire changes rapidly as he makes his way through an office building that is also undergoing rapid changes.
The computer-generated images are brilliantly executed and help to underscore the theme of the spot and the campaign overall. “What it says is that HP can help people change at a micro level and at a macro level,” Trachta said.
The same concept carries through in one of the handsome print pieces. Under the headline: “Faster than the speed of change,” the copy explains how HP provides “the computing power to adapt, evolve and change faster than anyone, anywhere, and at any time.” It all appears above an arrow with a blurred image streaking through the middle of it. It’s just the right look for a message about change.

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