HP Launches “Everybody On” Global Marketing Campaign
Commercial featuring Alicia Keys to debut during 53rd Annual GRAMMY Awards
PALO ALTO, Calif., Feb. 9, 2011
HP today unveiled “Everybody On,” a global marketing campaign that celebrates how people around the world are using HP technology to pursue their personal and professional passions.
The launch – spanning music, fashion, community activism, business and more – is supported by an integrated marketing campaign featuring print, broadcast, online and social media. The campaign was created by HP’s Personal Systems Group and builds on the highly acclaimed “The Computer is Personal Again” campaign.
“Technology plays a vital role in how people explore, develop and enable their passions,” said Richard Gerstein, senior vice president, Strategy and Worldwide Marketing, Personal Systems Group, HP. “Five years ago the personal computer was the center of one’s connected life, while today people are at the center and their technology – across smartphones, tablets, PCs and cloud services – needs to provide seamless connectivity to what is important to them.”
The “Everybody On” campaign kicks off with a 60-second anthem TV spot featuring an instrumental version of Lou Reed’s iconic song “Walk on the Wild Side.” It showcases a broad range of solutions – from computers to mobile devices and printers – and how technology connects people to their passions.
At the center of the campaign is the “Everybody On” Digital Hub, where a variety of digital content will be hosted, including inspirational interviews about pursuing passions using HP technology. The digital hub will allow consumers to engage with passionate individuals and businesses from around the world, including IndyCar driver Gil de Ferran, social activist Aria Finger from DoSomething.org and “Project Runway” star Mondo Guerra.
HP and the 53rd GRAMMY® Awards
During the 53rd Annual GRAMMY® Awards telecast on Feb. 13, HP will unveil the first in a series of TV spots that highlight personal passions and the HP technology that enables them. The first spot will feature 13-time Grammy Award winner Alicia Keys sharing her passion for music and the importance of her audience hearing her songs exactly as she recorded them.
The commercial will feature HP notebook PCs with Beats Audio™, an award-winning technology solution exclusive to HP that was built in collaboration with artist and producer Dr. Dre and chairman of Interscope Geffen A&M Records and Beats co-founder Jimmy Iovine to produce studio-quality sound on a computer.
This year the GRAMMY Awards telecast will feature the new HP TouchPad, the first HP webOS tablet, displaying what’s coming up next in the show in some CBS/GRAMMY on-air bumpers leading into commercial breaks.
As an official GRAMMY sponsor, HP also will support key GRAMMY Week events, including the MusiCares® Person of the Year tribute honoring Barbra Streisand, a title sponsorship of the exclusive Clive Davis and Recording Academy Pre-GRAMMY Gala and the official GRAMMY Celebration® after-party. Celebrities and guests at the GRAMMY Celebration after-party can experience Beats Audio at HP listening stations.
The global marketing campaign was developed in collaboration with agencies Creature, Designkitchen, Edelman, Goodby Silverstein & Partners, McCann Erickson, Omnicom Media Group and Publicis.
More information is available at www.hp.com/go/everybodyon.
About HP
HP creates new possibilities for technology to have a meaningful impact on people, businesses, governments and society. The world’s largest technology company, HP brings together a portfolio that spans printing, personal computing, software, services and IT infrastructure to solve customer problems. More information about HP (NYSE: HPQ) is available at http://www.hp.com/.