Hewlett-Packard UK is launching its biggest marketing campaign for a decade targeting both businesses and consumers to promote its range of solutions centred around mobility, the cloud, big data and security.
Devised by Abbott Mead Vickers BBDO, the “Make it Matter” campaign promotes the fact that as HP’s solutions work for big businesses, industries and governments, they will work for consumers and other firms too. OMG and M2M are handling media.
Activiy will include TV spots running across a raft of channels, from ITV to Sky Sports, backed by cinema ads, and press executions. There will be content on YouTube, Twitter, Facebook and LinkedIn which will drive viewers to its website in one click, and a significant outdoor campaign, in high-impact digital and static formats across the UK.
In London poster activity will include the Waterloo motion screen (the largest digital screen in Europe), Heathrow and London City airports, Tube stations, bus stops and roadside hoardings as well as posters in selected taxis.
The move comes as the war of words between HP and former bosses at Autonomy – the UK company it bought for $11bn in 2011 – ratcheted up a gear, after the US firm set out its most detailed account of claims that a “multibillion-dollar” fraud took place at the British software maker.
HP released a number of documents in a court filing in California on Friday expanding on its argument that Autonomy’s executives concocted deals to fraudulently attempt to inflate its value before its acquisition.
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