Name of campaign: “Shape Your Own Cloud”
Launch Date: March 2010
Creative credits: VP-creative director: Joseph McCormack; art director: Ali Mumtaz; design/production manager: Susan Lee; copywriters: Joseph McCormack, Steve Mulliken
Why we liked it: Hewlett-Packard produced a textbook integrated marketing campaign with its “Shape Your Own Cloud” effort. The campaign, which is designed to produce leads for HP Discovery Workshops and Cloud Roadmap services, used direct mailers, a brochure, a webinar and an IDC white paper to discuss HP's consulting services for companies looking to take advantage of cloud computing. HP stressed that consulting services were necessary, because “Every cloud is different, because every business is unique.” The campaign was built around the image of puffy white clouds, which made the entire idea of cloud computing seem very attractive. Additionally, one direct mailer to prospects contained an umbrella that had a blue sky filled with white clouds imprinted on the underside—implying that HP can make any cloudy situation into a sunny one. The body copy drove home the idea that HP offered a number of solutions around cloud computing such as planning, design, deployment, support and security.