HP - The Computer Is Personal Again (2017)
Targeting - Consumers who valued a more personal and emotional connection with their computing devices, seeking to resonate with a broader and diverse user base.
Core Theme of the Campaign -
HP sought to humanize technology, presenting computers as personal companions rather than impersonal devices, creating a unique and relatable narrative.
About the
Campaign -
In 2017, HP launched the "The Computer Is Personal Again" campaign, marking a strategic shift in its branding and product positioning.
Formula applied by the Campaign to elicit customer action -
The campaign aimed to emphasize the personal and emotional connection people have with their computers, breaking away from the perception of PCs as mere tools.
Business Title
A Look at
the Campaign
1. HP's rebranding aimed to shift the perception of computers from tools to personal companions.
2. Emphasis on the emotional connection people have with their PCs.
3. Humanizing technology to make it more relatable.
4. Targeting a diverse consumer base seeking a personal computing experience.
5. Strategic shift in branding and product positioning.
6. Acknowledging the changing role and importance of personal computing.
7. Breaking away from the traditional view of PCs as utilitarian devices.
8. Reflecting the evolving needs and expectations of consumers.
9. Aligning with the broader trends in the technology and personal computing industry.
10. The campaign marked a pivotal moment in HP's marketing strategy and brand narrative.