Wunderman assists HP in regional initiative

Singapore - HP has appointed Wunderman Singapore to launch its regional lead generation campaign - 'Adapt and Thrive' - to drive demand for its integrity servers and alliance software.

This first-ever project-based partnership locally is a part of a global collaboration between HP's Business Critical Systems Group and Alliances and Wunderman in North America as it ran a similar worldwide campaign earlier this year.

Locally the company will leverage on existing global assets from the US and adapt creative, mechanics and offers making it relevant to specific regional markets. Countries involved include Singapore, Malaysia, Australia, India, China, Hong Kong and Taiwan.

The campaign will start in Hong Kong with telemarketing, e-DMs and online work followed by direct mail and events.

Communications were tailored to specific alliance partners.