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HP Insider, a multicultural marketing program developed by Dieste Inc. for HP, was recognized with the Echo Award for Information Technology. Dieste was the only Hispanic agency to win an Echo award this year.
According to Aldo Quevedo, president of Dieste Inc. the Echo award - the agency's first Echo - is the result of the agency's evolution in approaching the Hispanic consumer through Interception. “Dieste is leading changes in the US Hispanic marketing landscape and we feel very proud to have worked with HP to create a thriving marketing campaign like the HP Insider”, Quevedo says.
The Insider Campaign
Through a heavy guerilla and geo-targeted digital marketing push, Miami consumers were introduced to the now-famous black silhouette, which represented the space to be filled by the consumer who became the HP Insider. The winner received behind-the-scenes access to a professional basketball team, and a full range of the latest HP products to share the unforgettable experience. To enter, participants submitted a video at the Insider website where they made a case for why they should become the first HP Insider.
Launched in October 2008, the HP Insider has been recognized by the advertising industry and was awarded the AAF Mosaic Multiethnic Interactive Media award (who/what is this…media will want to know) and an Addy, Dallas' Advertising League for Non-Traditional Advertising and Mixed Media.
According to Kathleen Haley, Director of Multicultural Marketing for HP, “The HP Insider was a true team effort with great results. We created a relevant program for HP's customers by providing one consumer an unprecedented experience and HP technology to document it all and share it with others. With clear success in terms of engagement and market share and sales uplift, the relevancy and total market focus really paid off.
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