1. Task/Goals:HP turns the IT world on its head with its innovative business technologies and solutions and gains business customers due to its innovative Online/Mobile campaigns.

2. Product/USP:HP does not only offer hardware but also software and innovative business solutions as well as consulting services3. Target groups:Business clients - mails from account managers Midmarket clients („Commercial“) - mails from retail partners Distributors - mails from distribution partners Other customers - mails from HP employees

For this online campaign a new technology was applied in form of a microsite which corresponds with the user via mobile phone:1.HP account managers sent out e-mails to their main clients including a link to the microsite.

2. Mobile phone number: a. Used for the clients log in process on the microsite or b. For immediate start of the viral spot.3. Start of the viral spot.4. Mobile phone rings and user listens to the campaign message of HP (computer-generated-call).5. Microsite is linked to the “hp.com” website after the call ends.

6. User can send the trailer to a friend via “surprise-a-friend” function.

According to the successful online/mobile campaign the new positioning of HP as not only a hardware provider but also a consulting company that offers innovative business solutions could be spread very quickly through employees and clients.1,203 visits on landing page www.hp.com/at/next during campaign period with an average duration on the landing page of 3 minutes.23.3% of the users used the “surprise a friend “ function and forwarded the link to a friend.Over 50% opening rate of the “send a friend” function.Amazing customer feedback.