HP should be perceived as a strong partner in IT security by companies. It should become clear that HP’s globally unique technologies provide comprehensive protection against various risks.
We set up two editorial advertorials to address decision makers at both hierarchical and technical levels. The first advertorial covered inadequate IT security as a business risk. In the second, we delivered a how-to for a contemporary security concept. HP was presented as an expert and first point of contact for IT security.
With this campaign, we were able to raise awareness for the topic of IT security, position HP as the IT expert for risk mitigation and successfully inspire readers to deal with HP security solutions.
Cyber-attacks can cost a lot of money and, in the worst case, threaten your very existence. Nevertheless, only few companies protect themselves sufficiently against them. The aim therefore was to draw attention to security gaps and to present HP’s state-of-the-art solutions. The mechanics of Content Garden were perfect for this, because they enabled us to reach the very top B2B target group of IT managers in the best possible way.
Fr. Iryna Bachkarova, Print Marketing Manager, HP Switzerland GmbH