HP is extending its ‘Test Drive’ campaign for its Notebook and iPAQ products to up to 200 additional senior IT decision makers in 2007, following a highly successful trial last year.
The DM and email campaign leverages the high profile above-the-line ‘Computer is Personal’ activity to secure 40-day trials of HP’s latest kit. Marketing collateral prominently features images of the hi-spec aluminium briefcase-style packaging that the trial products are delivered in (see image), with the aim of generating excitement and driving interest. Targets had a choice of eight HP products to trial.
Chris Dodson, senior account manager at Tidalwave, the agency responsible for the activity, says the test campaign had a 95 per cent response rate. We knew HP products and services would have major impact on decision makers once they’d tried them. Test Drive gives them the HP experience first hand.
Cathy Jaques, PSG marcoms manager at HP, describes herself as extremely impressed with the test campaign. It has all the creativity of the ‘closed loop’ approach that a successful campaign needs. Recipients will receive a personal visit from an HP account manager once the trial has concluded.
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