H-P Aims for Tablet 'Cool' Factor with Major Marketing Campaign
Hewlett-Packard is carrying out a multimillion pound global marketing campaign to promote the launch of their first Touchpad tablet on the consumer marketplace.
With the aim of positioning their H-P tablet as a "premium" and "cool" brand, the company has signed up comedian Russell Brand, Filipino boxer Manny Pacquiao and Glee actress Lea Michele.
The three celebrities will each represent a different element of the new H-P Touchpad in TV ads, to market how it stands out from competitor tablets.
This is the first time that the H-P brand will make an appearance on TV. The second largest element of the campaign in terms of spend is online - the company is planning Homepage takeovers, rich media display ads and social media campaigns.
Head of Marketing for H-P's UK Personal Systems Group, Rebecca Shears, commented: "Our objective is to be a significant player in the tablet market and these ads bring our brand to life by giving it a voice and personality."
Discussing her choice of Russell Brand, Ms Shears said: "[His ads] have had a mixed reaction, which is great because we want to create emotion."