Marketing Campaign Case Studies

Wednesday, September 29, 2010


Independent research showed that the ads were successful in changing the perceptions of consumers. According to Goodby, Silverstein & Partners, studies showed that the ads had helped Hewlett-Packard come to be perceived as a company that ‘‘empowers people to ‘make exciting things happen.’ ’’ People’s awareness that Hewlett-Packard made more than just printers also increased. In March 1998 the Business Journal of San Jose reported that Hewlett-Packard led the market as the top seller of workstations running off Microsoft Windows. It sold nearly 155,000 Windows-based workstations, or 42 percent of the market, in 1997. The journal attributed part of Hewlett-Packard’s success to the ‘‘Expanding Possibilities’’ campaign.
The original three ‘‘Expanding Possibilities’’ spots won two Icon Awards, and ‘‘Buck’’ won a silver Clio.