HP Makes the Computer Personal Again

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Last year HP rolled out a new branding campaign for its PSG, or Personal Systems Group-the division devoted to consumer products like PCs, handheld devices and hi-def TVs. The multiplatform push, from Goodby, Silverstein & Partners, was spearheaded by a series of TV/web spots featuring the headless torsos of multi-tasking celebrities like Mark Cuban, Mark Burnett, Pharrell Williams and Shaun White, who describe the contents of their hardrives with choreographed hand gestures, accompanied by various bits of motion design.

The HP website also offers extras like access to Jay-Z's "desktop," featuring his vacation pics (not seen in the tabloids) and his favorite chess moves; and a means for viewers to create their own versions of the hands ads.

Hands are also a key icon in the company's new visual identity, which features friendly Saul Bass-inspired graphics that appear in all the ads and on all the packaging. Moreover, HP last year stepped up its focus on industrial design, fashioning all its new products with a more style-conscious look.

The company has also devoted serious attention to the "out of the box" experience. HP repackaged its already extensive service offerings into a more user-friendly package called "Total Care," reflected in a one-stop destination on the website where users can find out how they can do everything from defragment their harddrives or recycle their computers. HP also approached its media partners for help in integrating the new marketing message in new ways, resulting in the "Meet or Delete" program with MTV, a hook-up themed online and cable show in which teens looking for everything from a date to a new bandmember can select their new partners by analyzing the contents of their hard drives.
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