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 "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 centre of one's connected life, while today people are at the centre and their technology - across smart phones, tablets, PCs and cloud services - needs to provide seamless connectivity to what is important to them."
The "Everybody On" campaign kicked 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 centre 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.
During the 53rd Annual GRAMMY Awards telecast on 13 February HP unveiled the first in a series of TV spots that highlight personal passions and the HP technology that enables them. The first spot featured 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 featured 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 honouring 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.
