"The Computer is Personal Again" was a global brand campaign created by Goodby, Silverstein and Partners in 2006. I was part of the strategic team and helped implement the campaign in digital channels.
Harvard Business School Case Study:
In 2006 computers were treated as commodities sold on speeds and feeds. Our campaign sought to put the "personal" back in "Personal Computers". We positioned HP as the company that understands how computers had become essential to our lives and truly the most personal thing we own.
The advertising highlighted how celebrities and notable people in culture use their computers in ways personal to them. TV advertising created mini-biographies of these people by using motion graphics to show the personal things they do with their computers, while obscuring their faces.
The campaign was deployed globally and adapted in every country that HP operated in and led to an increase in market share overtaking Dell to become the #1 personal computer maker worldwide.
I was part of the strategy team that identified the early consumer and market insights. As the campaign came to life I led the digital strategy and ideation.