Hewlett-Packard Digital Projectors:
Pan-European product launch

Customer
Hewlett-Packard

Challenge
Launch the new HP projector lineup within Europe to establish awareness and consideration for the product family, as well as for the new individual products.

Target audience
Professional users of mobile and stationary digital projectors.

Solution
Integrated, pan-European marketing campaign combining direct mail, tradeshow presentations, online and printed collateral.

Results

• HP present at Photokina 2002 with a highly visible and successful display that generated more than 1,500 qualified contacts.
• Highly effective and informative marketing collateral produced
  in multiple languages helped establish awareness and
  preference for HP digital projectors across Europe.
• A unique, interactive website has remained the cornerstone
  of HP’s digital projector marketing, while ongoing e-mail and
  marketing activities continually drive visitors to the site.
• From an initial five languages, the collateral has now been
  adapted into 19 languages.

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