Hewlett-Packard Bulgaria is a client of APRA Porter Novelli since 2003. Throughout the years of cooperation we have implement large number of sucessful project such as: the launch of the first consumer notebook series on the Bulgaria market, HP Listen 2U campaign, a lot of other IPG and PSG product launches, etc.
Challenge In the highly competitive PC world, HP has re-invented itself as a consumer brand focused on design and features that empower a digital lifestyle. With its "The Computer is Personal Again" campaign, HP has put women and youth at the forefront of its marketing efforts. HP Bulgaria and APRA Porter Novelli determined it was critical to develop marketing activities targeted at women to support its consumer brand reinvention.
In 2008, PSG sustained the dialogue with lifestyle press through more traditional press activities. Notably, the lifestyle publication attendance ratio at PSG events later in 2008 more than doubled. The initial relationship building blocks with these key influencers was then further cemented with outreach focused on products developed for women, such a Special Edition Notebook designed by Vivienne Tam. HP is now frequently seen as the leading technology influencer for women and in 2008, PSG EMEA set a record within HP, shipping over a million consumer notebooks in EMEA in October.
HP, the world’s largest technology company, simplifies the technology experience for consumers and businesses with a portfolio that spans printing, personal computing, software, services and IT infrastructure.