HP Launches New Global Brand Advertising Campaign; Focuses on Customer Partnerships and the Role of HP Services, People, Technology in Business and Life

Business Wire, Nov 18, 2002

Business Editors/High-Tech Writers

PALO ALTO, Calif.--(BUSINESS WIRE)--Nov. 18, 2002

HP (NYSE:HPQ) today launched a new global brand advertising campaign, the first campaign for the company since its merger with Compaq.

The campaign features a series of vignettes that showcase the remarkable ways people and businesses use technology today and the role of HP services, technology and people in making it possible. The first set of campaign ads showcases the ways HP is helping DreamWorks animators create a new generation of animation; helping NASA bring astronauts home safely; helping FedEx absolutely, positively get packages delivered overnight; and helping birdwatchers in Finland to record the GPS location of rare birds.

"Today, most people think of HP as a great printer and PC company. We are certainly proud of our leadership in these areas, but when you consider that HP powers more than 100 stock and commodity exchanges; we support 95 percent of the world's securities transactions; we help process two out of every three credit card transactions; and we are the world's leading technology supplier to consumers and small and medium businesses, there's a lot that people don't know about HP," said Allison Johnson, senior vice president, HP Global Brand and Communications.

The brand campaign introduces the theme line "everything is possible" and an equation device -- (customer) hp = everything is possible -- to communicate HP's focus on partnership.

"This is the most assertive, creative brand campaign HP has done," said Gary Elliott, vice president, HP Brand and Marketing Communications. "We decided the best way to become recognized as the world's leading technology company was to simply tell it like it is. But rather than focus on what we make, this campaign focuses on what we make possible on behalf of our customers, our clients and our partners."

The campaign, which includes television, print, online and outdoor media components, will launch in North America and pan-regional media across Europe, Asia and Latin America. The first print ads ran today in the Wall Street Journal and New York Times, followed by USA Today on Tuesday. The first television ad ran this morning on CNBC's "Early Today Show" and will run tonight during ABC's "Monday Night Football." The first outdoor ad appears in New York City's Times Square today, and HP will take over premier placement on the Yahoo! site for the entire week. Magazine placements began today in Time with more appearing the week of Nov. 25.

San Francisco-based advertising agency Goodby Silverstein & Partners designed the campaign. Components of HP's integrated marketing campaign include: an innovative Comdex booth that blends HP customers and technologies to create an interactive experience; Web site "landing pads" for visitors to explore what customers are doing with HP; along with other integrated marketing programs.

More information about HP's brand advertising campaign is available at http://www.hp.com/hpinfo/newsroom/hpads/.> HP.com Redesign

In conjunction with the new brand campaign, HP unveiled its redesigned Web site, http://www.hp.com, on Nov. 5. The site features a simpler graphic layout, easier navigation and customer-specific sections that take users to relevant HP products and services with fewer clicks. In addition, hp.com now delivers dynamic content via rolling "billboards" for each audience segment, providing quick access to customized information, events and promotions relevant to every type of user.

The new hp.com design is based on global customer research and integrated Web analytics to help users do what they want to do efficiently and effectively. The site will migrate to other countries in 34 additional languages in 2003. HP.com serves more than 4 million unique visitors each week and is the lead component of HP's consumer, small business and enterprise e-commerce offerings.

About HP

HP is a leading global provider of products, technologies, solutions and services to consumers and businesses. The company's offerings span IT infrastructure, personal computing and access devices, global services and imaging and printing. HP completed its merger transaction involving Compaq Computer Corporation on May 3, 2002. More information about HP is available at http://www.hp.com.

This news release contains forward-looking statements that involve risks, uncertainties and assumptions. All statements other than statements of historical fact are statements that could be deemed forward-looking statements. Risks, uncertainties and assumptions include the possibility that the market for the sale of certain products and services may not develop as expected; that development and performance of these products and services may not proceed as planned; and other risks that are described from time to time in HP's Securities and Exchange Commission reports, including but not limited to HP's quarterly report on Form 10-Q for the quarter ended July 31, 2002 and reports filed subsequent to HP's annual report on Form 10-K, as amended on January 30, 2002, for the fiscal year ended October 31, 2001. If any of these risks or uncertainties materializes or any of these assumptions proves incorrect, HP's results could differ materially from HP's expectations in these statements. HP assumes no obligation and does not intend to update these forward-looking statements.