LyrArc Article Gist
After a lot of corporate advertising image of HP like Dell has become old and stodgy. How to revive the brand. Try taking a lesson from Apple. Try appealing at apersonal level, and try appealing to younger people to shake off the old image and put in a more invigorating one. About 180,000 visitors were attracted to an HP website named FingerSkilz.tv which shows closeup videos of a man's hand on a desk performing soccer tricks with a padded paper ball just bfore the 2006 World Cup. This was part of a new HP global campaign to give HP the cool image of an Apple. Content Links 1. We wanted to step away from selling computersas a commodity to telling a story in an autographical way- quote from Steve Simpson. Creative Director at Goodby, Silverstein & Partners, which is creating new ads for HP. 2. Uses personalities like Jay-Z a rap artist and Shaun White a snowboarder, and is creating European and Asian personalities for advertising in other continents. 3. the print work features prominently images of hands see as a powerful symbol of communication around the world. 4. Sponsoring a new tv show Meet or Delete on MTV in which young people compare suitors basedon the content of their hard disks.