HP PAPARAZZI CAMPAIGN MANUAL - Tag

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HP PAPARAZZI CAMPAIGN MANUAL - Tag

2. Campaign Objectives112 .1CAMPAIGNObjectivesPRODUCT FOCUSAs an extention to the Paparazzi Campaign, PaparazziBeats continues to focus on the premium (lifestyle)positioning of the collection Beats Edition Envy 14, Envy17, Pavilion dv7t and TouchSmart 600. The Beatscampaign showcases this range in a way that appealsto the customers’ lifestyle as well as to their expectationson HP reliability.BRAND OBJECTIVESCreate strong differentiation and perception of HPproducts in the PC market through an outstanding andspectacular E2E sales and marketing campaign. Raisebrand awareness by linking to the consumer’s lifestylein order to generate maximum in market impact forconsideration, preference and purchase.BUSINESS OBJECTIVESGrow HP Beats category through a fully integratedmarketing and activation strategy. The brand strategysupports the business objectives by creating impactfulmarketing campaigns driven by strong call to actions.

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