Ads designed to inspire a digital photography revolution

HP (NYSE:HPQ) recently introduced its global "You +hp" consumer marketing campaign to Europe as part of a comprehensive $300 million push. The move follows the company's largest ever consumer product launch in August and complements HP's ongoing "(customer) +hp = everything is possible" global brand advertising campaign. The campaign has already seen TV advertisements across France, the UK, Italy, Germany and Spain.

"The digital photography movement is on the verge of becoming the newest form of self-expression and communication," said Julia Mee, HP Brand and Communications, EMEA. "Traditional 'capture special moments' photography is giving way to digital 'capture every moment' photography."

Set apart from other companies in the industry, HP is taking a different approach with this campaign to showcase its unique end-to-end digital imaging solution. As the market leader in imaging and printing, HP is the only company that can give consumers a full suite of tools for a complete digital imaging experience, from capture, to share, to print.

HP's $18 billion consumer business makes it the number one consumer technology company worldwide - and number one in PC sales, scanning and inkjet, laser and all-in-one printing.

HP is keen to show consumers how they can enjoy more of life through digital photography. The "You +hp" campaign is designed to inspire people to see a picture in everything and showcases HP's complete digital photography line-up - from cameras and printers to PCs, ink and paper. Many of the ads feature the work of amateur photographers equipped with HP digital cameras. Amateur-shot photos will also be used in reality-based cinema films, another first for HP. These film shorts will feature photo essays set to music to bring the images further to life.

To engage people in the digital photography movement, HP has created an online "YOUstories" photo gallery blog (short for "Web log") and invites consumers to submit and share their photo essays online. Consumers are encouraged to visit www.hp.com/YOU to publish their YOUstories and learn more about the art and science behind HP's digital tools

"The You +hp campaign illustrates the ways HP is transforming the digital photography experience," said Bernard Meric, senior vice president, HP Imaging and Printing Group, EMEA. "HP scientists and engineers have taken out the complexity and reduced the number of steps it takes to capture and print a photo from 57 to three. As digital photography moves mainstream, we hope to inspire people to shoot more, share more, print more and enjoy more using HP digital tools."

This is a comprehensive consumer campaign and it is HP's goal to reach as many people as possible and ensure that digital photography is hitting the masses. TV is being used as the main launch media with adverts also featuring in outdoor media and press.

Additional campaign elements

¤ The music is "Picture of You" by The Cure. It's the first time The Cure has ever licensed music to an advertiser.

¤ Goodby, Silverstein & Partners created the positioning advertising, with Publicis developing the response and product components.

¤ Alongside the online photo essays, the "You +hp" interactive Web site, www.hp.com/YOU, provides consumers with information on HP's digital imaging solutions. The campaign also includes innovative online advertising that will be featured on numerous consumer-oriented websites.