HP has put up billboards promoting its new iPAQ smart PDA phone inside its 18-floor headquarters in Beijing and sent out SMS text messages to all of its China employees offering staff discounts and special gifts as incentives for successful leads as part of a targeted campaign for the iPAQ, which carries a hefty Rmb 6,995 (US$867) price tag, making mass media channels a wasteful buy.
The main focus of the campaign, developed by Publicis, revolves around a lifestyle-oriented microsite aimed at ambitious business people that eschews a straightforward product spec in favour of messages showing how the iPAQ can enhance their lives.
Working with the insight that business executives in China want to be in control, the campaign uses the tagline 'I capture, I conquer -- freedom'.
HP targets staff for China rollout of pricey phone
Hewlett-Packard (HP) has launched its first PDA phone for mainland China with a campaign targeting the electronic giant's 5,000 employees as well as affluent business executives.
