SoHo-campaign

HP Germany

The challenge

Pepper’s task was to persuade SoHo (small office/home office) companies, an important target group for HP, that HP notebooks offer good value for money and excellent product benefits. In addition, the campaign aimed to boost retail sales.

The idea

The campaign strategy defined mobility, performance, and security as the most important product features for the SOHO target group. All HP notebooks with these features became the campaign’s key products and were advertised using the tagline: “More for everyone. By HP.” The market was approached from two angles. First, end-consumer communication was created, consisting of direct mail campaigns, posters, flyers, and a promotional campaign at German railway stations; meanwhile, a campaign starter pack and POS materials raised awareness of the campaign among HP sales partners. Pepper also produced predesigned co-marketing materials which enabled retailers to carry out their own communication activities inexpensively.

The result

Two HP notebook models sold out before the campaign finished
15 % response rate to end-consumer DM campaign
Campaign was extended to other EMEA countries

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