Communication Effect supported HP on the localisation and the launch of the Beats campaign, a successful integrated marketing campaign, designed to bring to life the rich sound experience available on the portfolio of Beats enabled HP PCs – music like never before.
HP formed the alliance with legendary artist and producer Dr. Dre, and chairman of Interscope Geffen A&M Records and Beats co-founder Jimmy Iovine, to achieve higher-quality sound from digital music through technology innovation.
The campaign was aimed at people who want to enjoy music the way it was meant to be heard. Beats Audio, is a unique, high-performance technology developed by HP and Beats by Dr. Dre to provide the optimal sound experience – the way the artist intended it – when playing music or audio through headphones or external speakers. The Beats campaign was designed to raise awareness that the technology is currently available on the entire HP Envy range, HP Pavillion dv7t machines and HP TouchSmart computers.
Communication Effect handled the PR and media relations for the Beats Audio campaign and also designed and distributed a conceptual Beats Press Kit to targeted journalists and influencers in Greece and Cyprus. The Beats Audio PR campaign generated amazing publicity results for HP, with over 50 pieces of coverage.