In the hopes of differentiating itself from other companies in the now saturated tablet market, Hewlett-Packard has launched the 'Everyone On' campaign -- an ambitious move that enlists the star power of Russell Brand and other recognizable, young celebrities.
The advertising campaign hopes to convince viewers that H.P.'s new Veer smartphone and TouchPad connect their users to friends and family with reliable speed and ease. Just in case Brand's brand of vivacious humor doesn’t charm you, he’s joined by Miranda Cosgrove and Lea Michele -- the teen stars of Nickelodeon’s iCarly and Fox Broadcasting’s Glee, respectively.
And if that wasn’t enough, HP has also called on Filipino boxer-politician Manny Pacquiao to hammer home the message that the TouchPad “works like nothing else.”
It has become increasingly difficult for the regular tablet user to make sense of the minute differences which persist among the computers for sale today. So, with product homogeneity rearing its ugly head, it should come as no surprise that big companies have turned to the likes of Russell Brand in order to coax wary consumers off the fence. If anything, this could be the start of a celebrity-fueled marketing war! Who knows, in a few months we may even see Charlie Sheen backing the newest iPad.
Key Themes Behind This Trend
- Celebrity-fueled Marketing
- Opportunity to leverage celebrity endorsements to attract consumers and differentiate from competitors in the saturated tablet market.
- Humor in Advertising
- Opportunity to use comedic campaigns to capture consumer attention and create a memorable brand image.
- Product Homogeneity
- Opportunity to address the challenge of differentiation in the tablet market by highlighting unique features and benefits.
Where This Applies
- Technology
- Disruptive innovation opportunities in the technology industry through celebrity endorsements and humorous advertising.
- Entertainment
- Disruptive innovation opportunities in the entertainment industry by integrating celebrities into advertising campaigns.
- Advertising & Marketing
- Disruptive innovation opportunities in the advertising and marketing industry through the use of humor and celebrity endorsements.
