As the account creative leads, Chris Tweedy and I positioned HP ProCurve with a disarming point of view that is bigger than a product alternative.

With a global coordinated launch, we introduced “The Network Liberation Movement” to trump over the competition’s short comings. The Movement voiced their intentions, believes and asked IT Professional to join in.

After 6 weeks, we disclosed that HP ProCurve was behind the movement. HP ProCurve’s website contained proof points, calculators and white papers that clearly demonstrated HP ProCurve’s stand and viability in the market.

Result:
In 3 months we gathered over 30,000 liberated companies and 17,876 Likes in Facebook. IT Professionals across the globe voiced their participation in the movement and endorsed HP ProCurve as a solution to their locked-in contracts and technology. And, built a Social platform that encouraged the conversation of ideals, view points and needs.

Click carlos@carlos-lema.com or call 212.472.4631