Singer and fashion designer Gwen Stefani will help promote a new line of printers and online services from Hewlett-Packard in a multi-year global marketing campaign valued at $300 million in its first year.
Stefani will be joined by snowboard maker Jake Burton and graphic designer Paula Scher and spotlighted as “achievers” in a campaign with the tagline “What do you have to say?” designed to get HP users expressing themselves with equipment and online tools.
Customers will be able to mash up, create and publish digital content in a number of novel ways. For example, at HP.com/Gwen, they can combine their personal content with designs from Stefani’s Harajuku Lovers design line and print greeting cards, CD labels, paper dolls and more.
Small to mid-sized businesses will be able to build their brands with advice from HP.com/Burton and customizable templates for cards, letterhead and brochures at HP.com/Scher.
Online and out-of-home ads from agency Goodby, Silverstein & Partners began on Aug.28, highlighting the “achiever” connection and reinforcing the theme of self-expression. The Reuters/NASDAQ board in Times Square features an interactive mobile ad, which consumers can text for personalized, printable Gwen Stefani paper dolls. And five interactive and touchable “What do you have to say?” wall ads have been installed in Las Vegas’ McCarran International Airport. TV spots featuring Stefani and Burton will begin airing Sept. 6.
As part of the campaign, HP has also established two print “wikis”, online communities that let users around the globe collaborate on projects and share tips. One wiki targets consumers while the other is meant for small business owners.
In October the company plans to launch the online HP Print Studio, a Web site where users can access free evergreen templates for making greeting cards, letterhead, business cards, invitations and other products.
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