The Campaign

HP and Intel joined forces in the Make IT Happen campaign and broke the mould in B2B communication. IT managers were not active in adopting a new IT solutions provider in the cold B2B landscape. To defeat this disinterest, HP and Intel entertained the IT managers by presenting "The Adventures of Harper - Make IT Happen", including comedy series and comics. Harper's stories attracted over 1.3 million unique visitors and a download rate of on-site content of average 5.93%. The campaign achieved a 1:6 Return-On-Investment, equivalent to 20,000 business PCs.

Success of the Campaign

High Traffic to Site & High Click-through Rate - Average of 221,535 new visitors per month - More than 1.6 million unique visitors to site in 9 months (versus 30,000 of past B2B campaigns) - CTR for each country was maintained at a high of 0.37%, which is 200% higher than the industry benchmark of 0.16% High Download Rates of On-site Content - Average download rate per country was maintained at a high average of 5.99% (4.49% higher than the industry benchmark of 1.5%) Surpassed Targeted 1:6 ‘Return-On-Investment’ - Achieved a 1:6 Return-On-Investment (Source: Omniture, site catalyst 2010)

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

To show how HP and Intel empower IT managers, the 9-month campaign rolled out 8 episodes of entertaining comedy and 16 episodes of comics titled: “The Adventures of Harper – Make It Happen!” Each episode featured a new product benefit that turned Harper, a regular IT professional, into a superhero at work. The content was seeded in technology-focused digital ad networks such as CNET and ZDNet, and specific IT blogs. IT managers can also share the content via social media networks such as Facebook, etc. A call-to-action also helped to generate new business leads via a call-centre number.