G6 Royals

HP Germany

The challenge

HP Germany planned to launch the HP ProLiant G6 server line, the new generation of ProLiant servers with Intel Xeon processors, in March 2009 on the German market. Pepper’s task was to raise awareness of the G6’s features and the Intel Xeon processors, and to motivate HP’s partners to actively sell the new line.

The idea

Based on market and target group analysis, Pepper created a communication framework and creative concept tailored to HP’s partners. The framework was emotional rather than rational, to differentiate from the competition and to sell the new product line by emphasizing not the specs but rather the benefits. A welcome kit with a personalized image in the flyer grabbed partners’ attention; it contained information about the servers, processors, and sales benefits partners could expect. Partners could join the “G6 Royals team” by registering for events via a website; once they had registered, they received a personalized football jersey. Partners could also start their own marketing campaigns by downloading a free brochure from the website.

The result

G6 team grew quickly
1,500 visitors to website
27,000 clicks and 16,000 longer visits
26 % of partners registered for events
63 % participation rate at events

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