HP Middle East today launched its Personal Systems Group creative for GITEX Technology Week 2007 to promote its global ‘The Computer is Personal Again’ campaign in time for the arrival of its creator, Satjiv S. Chahil, to Dubai for the first time for this year’s event.
The creative involves three 0.5 tonne cranes located next to Dubai’s infamous Sheikh Zayed Road, each holding the HP ‘Personal Again’ hand and the HP logo, the height of each reaching 25 meters.
Serdar Urcar, General Manager, Personal Systems Group, HP Middle East, said, “The use of the cranes aligns the growth and fast pace of construction of Dubai with HP’s commitment and investment in the region.”
HP is dedicated to making the experience of owning and using a computer more personal and therefore introduced its first global, integrated marketing campaign that has created a unique identity for HP. Developed by Satjiv S. Chahil, Senior Vice President of Global Marketing, Personal Systems Group, HP, he is renowned for turning the perception of HP as a more consumer friendly brand that connects with its customers on a personal level.
The concept for the campaign is “The Computer is Personal Again,” focuses how HP is the one company that understands that a computer is not just a commoditised device, but a virtual extension of the user with which people have very strong both personal and professional connections. It emphasises the vision of a highly individual and personal relationship with the computer, unique for each user. Whether what they are creating is a spreadsheet or a work of art, HP’s goal is to make the personal computer a powerful personal tool.
The campaign puts more emphasis on empowering users and enterprises, and less emphasis on “feeds & speeds”. The look of the “Personal Again” campaign brings these ideas to life, with iconic images of a hand, its “handwritten” type look, and its relaxed, colloquial ad copy. HP has been recognized for its creative, non-traditional utilization of mass media by AdvertisingAge magazine, which in March 2007 named “The Computer is Personal Again” advertising campaign its “US Campaign of the Year.”
The cranes can be seen outside the Metropolitan Hotel, on Sheikh Zayed Road from Thursday 6th September at 7pm until the evening of Wednesday 12th September.
About HP
HP focuses on simplifying technology experiences for all of its customers – from individual consumers to the largest businesses. With a portfolio that spans printing, personal computing, software, services and IT infrastructure, HP is among the world’s largest IT companies, with revenue totaling $100.5 billion for the four fiscal quarters ended July 31, 2007. More information about HP (NYSE: HPQ) is available at www.hp.com.
About HP Middle East
HP is the largest technology and solutions provider in the Middle East with 670 employees and subsidiaries in Dubai, Abu Dhabi, Riyadh, Khobar, Cairo, Ramallah, Oman and 2 service Joint Ventures in Kuwait and Bahrain servicing the GCC, Egypt and the Levant. HP has been present in the Middle East since 1968 and opened its first regional office in 1994. HP Middle East is the market leader for enterprise, small and medium business and consumer technology products and offers a large portfolio of solutions and services in various business domains.
More information about HP in the Middle East is available at www.hp.com/me
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