HP

HP and Goldfish bring computer and music lovers together with mobile advertising

The client – HP

HP focuses on simplifying technology experiences for all its customers — from individual  consumers to the largest businesses. With a portfolio that spans printing, personal computing, software, services and IT infrastructure, HP is among the world’s largest IT companies, with revenue totaling $110.4 billion for the four fiscal quarters ended April 30, 2008. 

The challenge – Increase Compaq laptop sales and promote free Wi-Fi music receiver deal

HP-Compaq is the No. 1 notebook in the world and in India, with more than 700 service points across the country. The brand and its agency, Goldfish Information Technologies, worked with Nokia Interactive Advertising to urge young music-loving consumers to “Enjoy Music the Wireless Way” with a special offer for a free Wi-Fi music receiver with purchase of a laptop.

HP-Compaq turned to Nokia to:
•  Create brand and product awareness.
•  Highlight the free Wi-Fi receiver offer.
•  Capture user info (name, age, city, mobile number) willingly submitted by users; and
•  Target geographic markets only where the brand is present.

The solution – Banner ads pointing to a mobile website that facilitated lead generation

Nokia and Goldfish Information Technologies worked to catch the attention of young consumers and music lovers in India on their most personal device – the mobile handset. Banner ads were served to consumers in seven telecom regions in India where the brand is present: Mumbai, Delhi, Kolkata, Karnataka, Chennai, Tamil Nadu, and Andhra Pradesh.

The results – 4.34% CTR; almost 6,000 leads

The campaign was so successful that HP added a second phase after the first week of the initial run. Running over 19 days, the campaign resulted in 5,920 valid leads and a click-through rate of 4.34 percent.

To see mobile advertising in action, please visit nokia.mobi/advertising on any mobile device.