HP Launches $300 Mil. Push via Goodby

NEW YORK If you’ve ever wanted to create your very own Gwen Stefani-inspired paper doll, here’s your chance.

A $300 million Hewlett-Packard campaign breaking today from Goodby, Silverstein & Partners features celebrity entrepreneurs such as the pop singer and fashion designer promoting the company’s advanced printing options from the Internet.

In addition to Stefani, the imaging and printing group of the Palo Alto, Calif.-based company has enlisted Jake Burton, founder of Burton Snowboards, and graphic designer Paula Scher, who created the Citibank and Tiffany logos.

Each personality is featured in a TV commercial and is profiled on dedicated microsites that can be reached through HP.com.

The advertising effort asks, “What do you have to say?” and aims to inspire consumers to use HP printing products to create everything from books made of concert pictures to full-size snowboard designs and business stationery.

“We’re focusing on engaging the consumer in our message,” said Doug Vaughan, vp, marketing communications, HP, “and encouraging and inspiring them to create something to express themselves.”

HP’s attempts to move beyond traditional printing stem from an effort announced in June dubbed Print 2.0, which sought to shift the emphasis from PC-based printing to a more Internet-focused printing world.

The global campaign will use recognizable figures such as Stefani, in addition to people well known in specific regions where the ads are running. The latter are still being finalized.

The campaign launches with two TV spots in September, with more slated for later this year. There are also two wikis, one for consumers and one for small businesses, focused on sharing printing tips and how-to information on topics such as digital photography and small business marketing.

For out of home, there will be electronic billboards in Las Vegas and New York’s Time’s Square. In New York, users will be able to build their own Stefani doll and e-mail it to their cell phones. In Las Vegas, they will be able to move around a stream of digital photos that center on Stefani and Burton.

“The challenge is to make printing a relevant part of the user experience. Over the last two years, we’ve largely marketed printers as being faster and being the best in the lineup. We try to make it relevant, but it’s still about the box,” said John Coyne, associate partner, group account director at Goodby in San Francisco. “Printers are about this experience, but they’re not at the heart of it. We’re going to create properties on the Web that you can only do here and then you can print them out.”