HP uses It’s Personal Again strategy for latest release

Hewlett-Packard (HP) is gearing up for the release of a new PC product called Dragon as it rolls out the second phase of its global “It’s Personal Again” marketing strategy.

Dragon is a cross between a laptop and desktop PC and will be marketed as a domestic portable PC. The Dragon has four built-in speakers and sees HP move further into the entertainment category, as the PC’s capabilities mean it is geared towards screening home entertainment.

The Dragon will be promoted in ads featuring model Petra Nemcova as part of the technology company’s continued move to actively target female consumers.

In the US, HP has started to roll out ads starring Nemcova and fashion designer Vera Wang. These will be aired in the UK later this year. The ads continue the theme of talking hands, using celebrities who use HP products as brand advocates.

The new push also sees HP continue its partnership with MTV, in which the PC company sponsors dating show Meet or Delete, launched last year (MW June 8, 2006).

HP products will feature the show which is aired on MTV in Germany, Spain, Sweden and the UK. This year the online element has been extended to cover 31 European territories and a new mobile element has been added as part of the tie-up.

Marketing director for HP Personal Systems Group UK and Ireland, Jane Zeal, says the MTV deal has been a successful strategy for the technology brand’s repositioning.

“The Personal Again strategy has made a difference to HP brand perceptions and the MTV collaboration has been really successful. By targeting youth we’re aiming to build lifetime loyalty,” she says.

The new season of Meet or Delete will also include a gaming segment which features a boy gamer dating a girl gamer as HP continues to exploit its gaming credentials.

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