'Mouse has a house' wins Best use of creative for Hewlett Packard

Hewlett Packard (HP) is one of the UK's biggest personal computer brands. In the IT market, communications have tended to focus on deals or technical specifications. In response to this, HP launched the 'Computer is personal again' campaign to increase customers' emotional connection with their brand and so drive sales and improve margins.

The 'Mouse has a house' initiative further developed this message. It focused on innovative features in HP notebooks that help customers in their everyday business and personal tasks.

Standing out from the crowd

The HP 2510p notebook is targeted at business users that travel regularly.The campaign needed to generate awareness and consideration among a mobile workforce and business decision makers, technology professionals and IT managers. Particularly targeted were small and medium-sized businesses of 50-250 employees. Two key facts had to be borne in mind:

1. The audience is on the move and often engaged in another activity at the same time
2.  Commuters are bombarded with sensory clutter, meaning that the creative would have to be bold and simple to be eye-catching.