Results and Effectiveness

Effectiveness & Results • A total of 1,971,537 organic visits • Average Returning visitors – 32.33% • Resources Accessed – Total of 1,427 initiated • Video streams – 48,178 initiated streams PR Value Delivery: • Over 10,000 unique viewers of the HP SMB Blog • 890,900 impressions generated on Twitter • Over 2.4million impressions on Facebook • Over 51,000 visitors to the China Sina Weibo site, with more than 4,000 new fans acquired • A total of US$429,507 PR value gained across APAC • 9, 503 leads were generated. • Achievement: 58.38% over the target.

Creative Execution

CBS(i) was identified as the multi-channel media with the highest combined affinity across the 12 markets and it is used as both media owner and creative-execution partner. Web banners across CBS(i) networks were used to promote awareness and drive traffic to company website. Hosted on www.MakeIThappen.com/(country), a competition launched across Australia, India, Indonesia and China at the start of the campaign for a one-month duration. Users were asked to specify the biggest IT challenge they had, and propose how HP and Intel could help. Besides the competition, case studies, white papers, special reports and SMB video stories were deployed to propagate brand recall and lead generation. The editorial team formulated questions on the microsites, and traffic drivers were executed across the entire CBS(i) network to push the competition involvement across all participating markets, telemarketing contacted CBS(I) database and businesses via these submissions, which value-added to our media buy.

Insights, Strategy and the Idea

In 2010, HP and Intel set out to establish amazing products with miraculous possibilities by Making ‘IT’ Happen (MITH). MITH phrase two was to prove this claim - bridging the gap between solutions that are possible and real for the small-medium business owners, and still maintain the MITH legacy. The insight was that IT and Intel together have produced real company results for SMBs. The challenge was to demonstrate real company successes achieved with HP and Intel support and drive further engagement. A platform was created to incorporate the 2011 Intel ‘visibly smart’ proposition, delivering visible success to Small Medium Business (SMB) with the tagline “Make IT Happen, see real results”. The challenge was to move beyond ‘entertaining’ (HP’s understanding of the IT Manager’s daily tribulations) into the ‘actual’ that HP and Intel go beyond their claim as the best in IT business solutions providers, and bring about real results.