HP Kicks Off New Global Campaign at the Grammy Awards with Alicia Keys

HP's new global marketing campaign celebrates how people around the world are using HP technology to pursue their personal and professional passions.

The launch of its worldwide "Everybody On"  tagline and branding campaign – "spanning music, fashion, community activism, business and more" – is being executed via an integrated marketing campaign featuring print, broadcast, online and social media.

It's timed to the launch of three new WebOS-enabled mobile devices this week: the Pre3 smartphone, a mini-smart phone called the Veer and its Touchpad tablet. 

The campaign also builds on the brand's “The Computer is Personal Again” campaign, and will be in evidence this weekend as part of its continuing support of the Grammy Awards on Sunday and Grammy-winning artist Alicia Keys.

Details from the press release:

“Technology plays a vital role in how people explore, develop and enable their passions,” said Richard Gerstein, the brand's SVP of strategy and worldwide marketing. “Five years ago the personal computer was the center of one’s connected life, while today people are at the center and their technology – across smartphones, tablets, PCs and cloud services – needs to provide seamless connectivity to what is important to them.”

The “Everybody On” campaign kicks off with a 60-second anthem TV spot featuring an instrumental version of Lou Reed’s iconic song “Walk on the Wild Side.” It showcases a broad range of solutions – from computers to mobile devices and printers – and how technology connects people to their passions.

At the center of the campaign is the “Everybody On” Digital Hub, where a variety of digital content will be hosted, including inspirational interviews about pursuing passions using HP technology. The digital hub will allow consumers to engage with passionate individuals and businesses from around the world, including IndyCar driver Gil de Ferran, social activist Aria Finger from DoSomething.org and “Project Runway” star Mondo Guerra.

During the 53rd Annual GRAMMY® Awards telecast on Feb. 13, HP will unveil the first in a series of TV spots that highlight personal passions and the HP technology that enables them. The first spot will feature 13-time Grammy Award winner Alicia Keys (see above) sharing her passion for music and the importance of her audience hearing her songs exactly as she recorded them.

The commercial will feature HP notebook PCs with Beats Audio™, an award-winning technology solution exclusive to HP that was built in collaboration with artist and producer Dr. Dre and chairman of Interscope Geffen A&M Records and Beats co-founder Jimmy Iovine to produce studio-quality sound on a computer.

This year the GRAMMY Awards telecast will feature the new HP TouchPad, the first HP webOS tablet, displaying what’s coming up next in the show in some CBS/GRAMMY on-air bumpers leading into commercial breaks.

As an official GRAMMY sponsor, HP also will support key GRAMMY Week events, including the MusiCares® Person of the Year tribute honoring Barbra Streisand, a title sponsorship of the exclusive Clive Davis and Recording Academy Pre-GRAMMY Gala and the official GRAMMY Celebration® after-party. Celebrities and guests at the GRAMMY Celebration after-party can experience Beats Audio at HP listening stations.

The global marketing campaign was developed in collaboration with agencies Creature, Designkitchen, Edelman, Goodby Silverstein & Partners, McCann Erickson, Omnicom Media Group and Publicis.