Hewlett-Packard mobile campaign targets three countries

Challenge: To bring to life HP's "the computer is personal again" ad campaign and to integrate mobile into the media mix.

Client: HP (Hewlett Packard)
Agency: Phonevalley (ZenithOptimedia for non-mobile elements)
Lead planner: Olivier Le Garlantezec

The challenge was to convince a 16 to 24-year-old target market that HP's new range of computers was relevant to them. Due to the personal nature of the medium, mobile felt right to the client, who wanted to kick off activity in three markets - the UK, Spain and Italy.

Strategy
To exploit the key targeting capabilities of mobile media by using handset, demographic, operator, contextual and behavioural sets of data.

Activity
We developed a dedicated mobile site in three languages, one for each market. The media plan spanned banners, SMS, MMS and pre-roll video, and used a database containing details of 16 to 24-year-old mobile phone users. HP products were targeted at the appropriate age and genders by matching relevant handsets to products. Contextual activity across Google AdSense and AdWords and Yahoo networks linked consumer searches to relevant products. UK activity included banners on Orange World, MSN Mobile, FHM.com and Heatworld.com, plus pre-roll ads on 02 Active, with text links on Yahoo and Google. Separate content offers, such as games and wallpaper, were offered to each audience. Finally, users were encouraged to complete a questionnaire on the mobile site that matched consumers and their friends with a specific HP product.

Results
The mobile aspect delivered an overall click-through rate of 2.5% - a significant overachievement for the technology category. The conversion rate of 20%, between clicking through to the site and downloading a game, video, image or wallpaper, showed that the advertising genuinely managed to stimulate further consumer interest in the range.

Olivier Le Garlantezec, vice-president marketing, Phonevalley, Publicis Groupe

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