Marketing Campaign Case Studies

Sunday, May 30, 2010

OVERVIEW OF THE “BUILT BY ENGINEERS, USED BY ORDINARY PEOPLE” CAMPAIGN


In early 1996 the Hewlett-Packard Company began to rethink its role in the electronics products industry. Undisputedly the market leader for printers and other electronic products, Hewlett-Packard (HP) nevertheless saw the competition at its heels. Even more important, as technology became more ‘‘personalized’’ and accessible to the average person, the company was not sure it could rely solely on its history as a purveyor of electronic goods to businesses and institutions.
Hewlett-Packard turned to the San Francisco advertising firm Goodby Silverstein & Partners to create an ad campaign that would give it a more human face and present it as a company responsive to the needs of its customers. Goodby Silverstein designed ‘‘Built by Engineers, Used by Ordinary People,’’ a campaign focusing on the new Mopier business printer and the 690 series of DeskJet printers for the home. The campaign, which ran from late 1996 until about the middle of 1997, was designed to appeal to both HP’s core customers—businesses—and to recreational or home users of electronics. The consumer ads showed people in situations that could easily be made simpler by the use of Hewlett-Packard products, while the business ads showed the imagination and flexibility of HP’s engineering capacity.

18 comments:

HaroldM22 said...

Subtlety is better than force. ............................................................

湘柏辰嬌 said...

河水永遠是相同的,可是每一剎那又都是新的。...........................................................................

huntb said...

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俊偉 said...

Keep in contact. Good Luck..................................................

夏瓊富 said...

果然很有意思呀....這當然要頂一頂呀.................................................................

林志宏 said...

Poverty is stranger to industry..................................................................                           

芸茂 said...

欣賞是一種美德~回應是最大的支持^^.................................................................

育財育財 said...

成熟,就是有能力適應生活中的模糊。.................................................................

吳婷婷 said...

人生是故事的創造與遺忘。............................................................

張怡 said...

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吳婷婷 said...

感謝不吝分享您的心得..................................................

盈廖生家秀蔡 said...

相逢即是有緣~~留個言問候一聲,祝您平安順利............................................................

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溫緯李娟王季 said...

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文郭ss華賴ss添卉顏俊s任 said...

人生中最好的禮物就是屬於自己的一部份..................................................

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李威昌v彥霖 said...

支持大大~很有啟發性............................................................