B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 29/10/08 17:15 Page 16
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Category 8:
Sponsored by
Best use of creative
Winner: Hewlett Packard
Agency: McCann Erickson Business Communications Campaign: ‘Mouse has a house’
I
n the IT market, communications have Two executions were created: transport including Heathrow Express TV,
tended to focus on special offers or 1. On the underground and city centres a Centro Train FX TV, London black taxi
technical specifications. In response, HP representation of a mouse in a house Cabvision and escalators to the London
launched ‘The computer is personal again’ was shown with arched doorway and Underground. Forty-eight sheet city screens
campaign to increase customers’ emotional windows. were used at key business city districts in
connection with the brand and drive sales. 2. On trains, in cabs, or waiting at London, Glasgow, Manchester and
The ‘Mouse has a house’ initiative train stations where the audience has Birmingham. Creative executions were
further developed this message. It focused more time to consider the ad, the tailored to match the dwell times at each
on the innovative features in HP notebooks mouse’s house was shown to be the site. In addition, 20’’ transvision was used
that help customers in their everyday notebook itself. at railway stations in the four main centres
business and personal tasks. plus Edinburgh, Leeds and Liverpool.
Business press such as Management
Standing out from the crowd Today and Growing Business provided
The HP 2510p notebook is targeted at support in building coverage and frequency,
business users that travel regularly. It has while niche publications such as Computer
a fully integrated Bluetooth mouse that Weekly and Mobile Computer reached
stores and recharges the PC card slot. The business audiences when they were
campaign needed to generate awareness thinking about business issues.
among a mobile workforce and business
decision-makers, technology professionals ROI
and IT managers from small and medium- The campaign was targeted to
sized businesses of 50 to 250 employees. In tune with the environment build coverage and frequency as
Two key facts were kept in mind: The campaign sought to take advantage of cost effectively as possible. It ran
• The audience is often on the move and touchpoints where an ultra-portable from August 27 to October 31 2007.
doing more than one task at a time mobile would resonate with the During that period sales rose by
• Commuters are bombarded with sensory audiences’ activities. Digital outdoor 4.2 per cent. As a result HP was
clutter, meaning the creative had to be offered opportunities to reach audiences able to reclaim its position as the
bold and simple. on their journey to work or travelling on UK’s top PC manufacturer in the first
The mouse became an animated business. It was selected as it reached the quarter of 2008.
character, mirroring the bustle of the right audience at the right time and ‘Mouse has a house’ helped change the
audience. It was intended to encapsulate allowed greater creative flexibility than perceptions of the HP brand to become
the personality of the line and be traditional outdoor advertising. perceived as an an innovative manufacturer
memorable enough to engage the crowd. Media was used on various forms of of exciting products.
Runner up: Polypipe Terrain
Agency: SLG Marketing Campaign: ‘Challenging tradition’
P
olypipe Terrain makes plastic piping the building services audience, while
for plumbing, heating, drainage and the remaining titles covered mechanical
waste applications. The aim of the and electrical contractors and consultants
campaign was to persuade those in the in the heating and ventilation market.
industry to move away from traditional Only the outside back covers were
metal pipes in favour of plastic alternatives. used, in order to maximise the opportunity
Three selling points needed to be of being seen. The ads were spread to
conveyed: speed of construction, theft provide consistent coverage throughout
issues and health and safety. Images for the campaign, but tied into features
each were created using metal piping wherever possible.
components. Speed of construction for
example, was represented by a snail. Results
The messages were aimed at a The first four months of the campaign
wide target audience ranging from generated a 20 per cent increase in sales
architects and specifiers through to the with customers ordering plastic piping
more specialist end of the market. Four where they previously used cast iron and
key magazines carried the ads, Building steel. The number of telephone and online
Services Journal, Modern Building enquiries also increased and the company
Services, HVR and PHAM News. The received requests for editorial input into
first two were selected to give coverage of trade magazines.
B2BM AWARDS 08 – www.b2bm.biz
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