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Super Bowl XLI marketing campaign
Ralf Jurrien : February 5th 2007 - 23:02 CET
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HPSuper Bowl XLI marketing campaign : HP is launching the next phase of its “The Computer is Personal Again” marketing campaign with the debut of a new ad featuring Orange County Choppers during Super Bowl XLI. The new ad, the first of four to be rolled out in coming months, is part of an integrated marketing and demand-generation program designed to accelerate HP’s PC market share leadership and profitable growth. The “Personal Again” campaign, executive vice president of the Personal Systems Group at HP, has generated extremely positive global response and has had an inspiring impact within the company to rapidly bring to market innovative products and services that deliver the best customer experience.
Super Bowl XLI marketing campaignSuperBowl - HP marketing campaign
“The campaign has resonated very well with business customers and consumers around the world,” said Satjiv Chahil, senior vice president of marketing, Personal Systems Group, HP. “Additionally, it has established HP as the company on the forefront of delivering new technologies to enable today’s digital lifestyle.” Timed to coincide with the new, market-defining Windows Vista products and one of the world’s most watched and celebrated sporting events, the new ad will continue to focus on customers achievements and demonstrate how technology has become truly personal and relevant today.

HP Technology - Orange Country Choppers
The new HP spot takes viewers on a virtual motorcycle journey through the Orange County Choppers’ HP Workstation. The ad moves beyond the campaign’s previous versions which featured only the hands and torsos of well-known personalities and slowly revealed their identities by graphically showing how their personal computers have helped them succeed in business and life. On this road tour, Paul Teutul Senior of the Orange County Choppers shows his team using HP technology to find inspiration for new bike designs, manage their business needs, download their favorite tunes and make their visions come to life.

Super Bowl XLI - Orange Country Choppers
“Orange County Choppers is an HP customer with a large, enthusiastic fan base and this ad brings to life how they use HP technology to design cutting-edge bikes and innovate across their business,” said David Roman, vice president of marketing communications, Personal Systems Group, HP. “The online elements and integrated marketing activity around the Super Bowl give HP an opportunity to showcase a recognized customer and reach millions of viewers through the Internet.” HP also has created engaging, interactive tools and activities around the ad at the HP web site where, following the Super Bowl on Feb. 4, fans will be able to view the 30- and 60-second spots as well as a “making of” video.

HP “The Computer is Personal Again” campaign
The online campaign was designed to create demand through compelling offerings such as the HP Pavilion dv6000t entertainment notebook priced at $599 and specially designed Orange County Choppers “skins,” or computer covers. HP’s “The Computer is Personal Again” campaign, now running in more than 100 countries, has created waves on the Internet around the world - spots have been shared and replicated by many fans who created their own versions.

Orange Country Choppers
The Orange County Choppers spot rides on the momentum of the previous commercials, which featured achievers across a variety of fields, such as “CEO of Hip-Hop” Jay-Z, “Master of Snowboards, Gold Medals, Gravity” Shawn White and “Technology Maverick” Mark Cuban. HP and Goodby, Silverstein & Partners recently received the prestigious “US Campaign of the Year” award by Advertising Age magazine for the campaign. “The Computer is Personal Again” campaign will continue to roll out around the world over the coming year with featured “achievers” such as designer Vera Wang, director Michel Gondry and Brazilian author Paulo Coelho.

About HP
HP focuses on simplifying technology experiences for all of its customers - from individual consumers to the largest businesses. With a portfolio that spans printing, personal computing and IT infrastructure, HP is among the world’s largest IT companies, with revenue totaling $91.7 billion for the four fiscal quarters ended Oct. 31, 2006.

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