HP has launched an integrated global marketing campaign, “What do you have to say?” in Europe, Middle East and Africa (EMEA) with the aim of engaging customers in its Print 2.0 revolution.
The consumer-focused campaign, fronted by singer/fashion designer Gwen Stefani, enables users to personalise free exclusive content online.
The campaign opens with a robust web-to-print ‘achiever’ experience, designed to inspire and empower customers with exclusive printable content.
At hp.com/eur/gwenstefani, people can download free designs inspired by Gwen Stefani and print greeting cards, CD labels, fun paper dolls and more.
Fans can also personalise and download her Harajuku Lovers line, Stefani’s brand of apparel, fashion accessories, and stationery.
In a radical move, the EMEA launch of its global marketing initiative will be the first major HP campaign not to use TV advertising. It will instead run across print, outdoor, in-store and online.
Vice-president, marketing, HP Imaging and Printing Group, EMEA, Rebekah O’Flaherty, said, “People no longer rely on having a PC with a printer attached to it, but instead use digital devices to create and share content over the Internet.
“Our aim is to inspire our customers with new ideas to express themselves and to provide them with the necessary tools to mash, create and publish exciting new content, online.”
In 2008, the campaign will expand to reach the enterprise, graphic arts and small to medium-size business communities. Regional achievers will also be added in EMEA over the course of the campaign.
The company also plans to add the HP Print Studio to its portfolio of web experiences. This site will feature free, evergreen templates and designs for making greeting cards, letterhead, business cards, invitations and more.