Touchpoint Helps Publicis
Dialog to “Make It Possible” for HP
1 August 2003
After any contested merger the real battle starts: winning hearts
and minds. When global computing giant HP launched its worldwide
above-the-line campaign, after completing its complex merger with
Compaq Computer, the New Zealand operation capitalised on an opportunity
to do just that.
The campaign, a series of finely tuned case studies executed for
television, outdoor, and press, illustrates the successful partnerships
HP enjoys with high profile global brands, like Hollywood company
DreamWorks, and how these companies employ HP technology to achieve
outstanding results. Cartoon movie hero Shrek featured prominently
in the outdoor creative with the tagline dreamworks + hp = everything
is possible, as did formula one team BMW Williams, and others.
Management recognised that the strength and popular appeal of the
campaign opened the way for an internal extension which would re-energise
staff and channel partners post merger, at the same time as communicating
the brand relaunch. A second but equally important goal was to change
internal perceptions of HP, broadening it from the reputation it
enjoyed as a supplier of printers and peripherals to being a total
IT solutions and services company.
Before launching the television commercial, HP wanted to ensure
that staff and channel partners understood HP’s relationship
with the various partners promoted in the campaign. Agency Publicis
Rainger was briefed to undertake a local campaign to capitalise
on the compelling DreamWorks and Universal Pictures case study.
“We had a simple goal,” says Simon Morgan, General
Manager of Publicis Dialog. “We wanted people to read these
case studies, because if they did we were confident they’d
understand the background to the HP brand campaign and would be
able to articulate what HP stands for. We decided the best way to
achieve this was to offer strong encouragement and a sense of fun
and reward – a free DreamWorks DVD of their choice if they
answered our questions.”
HP wanted to target employees, higher level channel partners, selected
enterprise customers and some media. All were sent a direct mail
communication containing a DVD case with a fake DVD in it. On this
DVD there was a unique code and a URL. Recipients were directed
to the website to enter their unique code, and then were asked to
read three case studies and answer simple questions about them.
Once they answered correctly, they were sent their choice of free
DVD from a catalogue of more than 23 Universal Pictures titles.
Naturally, the most compelling aspect of the promotion for respondants
was the offer of their choice of DVD. However that introduced a
layer of logistical complexity: ensuring that the correct DVD selection
was ordered from the distributor and then sent to the correct person
at the correct delivery address. Publicis Dialog solved the problem
by outsourcing the entire execution to Touchpoint, who hosted the
campaign and also automated its back end and fulfilment components.
Touchpoint managed the ordering and fulfilment automatically by
emailing a weekly order file to the DVD distributor and a fulfilment
file to the mailhouse. Touchpoint’s realtime reporting enabled
Publicis Dialog and HP to monitor the campaign and track response
from their desktop.
“The response rate was fantastic – over 68 per cent
of people responded and claimed their DVD, with some segments exceeding
90 per cent response” says Darryn Keiller, Marketing Development
and Planning Manager at HP New Zealand. “We count this as
a very successful campaign, and it was executed extremely smoothly.”
“Printed material is easy to ignore and hard to follow up,”
says Steve Shearman, Director of Touchpoint. “You simply never
know who has read it and what they’ve taken from it. By using
an email plus web response combination we were able to closely monitor
exactly who we reached and when, how successfully the message was
delivered and how well it was internalised by individuals in each
segment.
“If the goal is to change perceptions, this combination makes
for a very powerful, cost effective and measurable delivery mechanism.”
ENDS
About HP:
HP delivers vital technology for business and life. The company’s
solutions span IT infrastructure, personal computing and access
devices, global services and imaging and printing for consumers,
enterprises and small and medium business. For the last four quarters,
HP revenue totalled $70.4 billion.
More information about HP is available at http://www.hp.com.
About Publicis Dialog:
Founded in 1990, Publicis Dialog is a full service Direct Marketing
agency owned by the Publicis Mojo Group. They do everything you'd
expect of one of New Zealand's leading direct agencies: help their
clients with acquisition, retention, identification and management
of HVCs, and churn reduction. They help them cross-sell, up-sell,
build loyalty and migrate low value customers to low cost channels.
And they develop and implement loyalty programmes and internal communications
programmes, and manage one-off events.
About Touchpoint:
Touchpoint is the leading edge New Zealand provider of multi-channel
marketing systems used by marketers and professional direct marketing
agencies. The Touchpoint software suite helps businesses build closer,
more profitable customer relationships by taking advantage of traditional
and emerging digital channels, including email, direct mail, telemarketing,
SMS text-messaging, fax, and the web. Touchpoint solutions provide
direct access for marketers, agencies, and customer service staff
to setup, manage and track integrated marketing programmes and campaigns
across multiple channels in real-time.
For more information please contact:
Sally Raudon
Botica Butler Raudon Partners
09 303 3862,
021 402 502,
sallyr@botica.co.nz
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