SAN FRANCISCO Hewlett-Packard launched the worldwide phase of its $300 million campaign today with 16-page inserts in national newspapers asking people to embrace change.
Omnicom's Goodby, Silverstein & Partners, San Francisco, created the "Change + hp" print piece that appeared in Monday's New York Times and Wall Street Journal. The series includes a two-page spread for each of four H-P customers: the Screen Actors Guild, U.S. Postal Service, Advance Transformer and Kimberly-Clark. The ads show how H-P helped the organizations overcome obstacles and deal with change.
The spread begins with a page devoted to two words: "Love change." Inside, over an aerial photograph of a city at night with a man superimposed on it, copy states: "Learn to love what you've been taught to fear. Act more quickly. Find more value. Always look for the upside. See that change is opportunity's nickname."
Change is a subject that no one finds very comforting, said Allison Johnson, senior vice president of H-P's global brand and communications, Palo Alto, Calif. "We asked hundreds of CIOs and IT executives what keeps them awake at night. The universal response was 'change.' "
Johnson said the company discussed at length using "love" in the copy. "What is very interesting is to see the word 'love' in the middle of the business section," Johnson said. "The idea of using the words 'love change' as a rallying cry was interesting and provocative."
The campaign's goal is to convince business managers that H-P can provide technology to help them master change. It coincides with today's release of new H-P products, Johnson said.
Television, online and outdoor components of the campaign will debut in March in the U.S. and in 17 other countries in April.
In October, H-P launched a global consumer campaign under the banner "You + hp" as part of this same multimillion-dollar push. The effort highlighted H-P's digital-imaging products. GS&P created image ads for the campaign; Publicis' Publicis & Hal Riney, San Francisco, did product ads. The work included TV spots using the Cure song "Pictures of You," and print, outdoor and film shorts with photos taken by H-P users.