HP Launches Largest-ever Pixel Advertising Campaign

PALO ALTO, Calif., Oct. 9, 2005

---

HP today launched its most ambitious pixel advertising campaign to date targeting enterprise customers under the banner of "change +hp."

The latest extension to the company's award-winning brand campaign tackles the thorny subject of change by showcasing HP customers who use technology to master change.

The 16-page insert appearing in today's Wall Street Journal and New York Times includes HP customers Kimberly-Clark, Advance Transformer, United States Postal Service and the Screen Actors Guild. Each company is showcased in a two-page spread that works like a mini-case study detailing how HP products, solutions and services helped them deal with change.

"The adage 'the only constant is change' couldn't be more relevant than in today's business world," said Nora Denzel, senior vice president at HP, who leads the company's Adaptive Enterprise initiative. "At HP, we know what it means to use technology to manage large-scale change. We speak from experience on the subject of what it takes to become an adaptive enterprise."

"We asked hundreds of CIOs and IT executives what keeps them awake at night. The universal response was 'change,'" said Allison Johnson, senior vice president, Global Brand and Communications, HP. "With this campaign, we hope to help companies see the benefits of embracing change."

The television, online and outdoor components of the campaign are slated to debut in the United States in March and 17 additional countries in April. The launch of the campaign coincides with today's announcements of HP's latest offerings designed to deliver the benefits of standardized IT architectures, solutions and processes to its customers.

HP worked with San Francisco-based advertising agency 3Gmedia to develop the pixel advertising campaign.