Research World (February 2000)

Date of publication: February 1, 2000

Catalogue: Research World 2000

Author: ESOMAR B.V.

Abstract:

Hewlett-Packard’s award-winning advertising campaign shows a car breaking down and an onboard computer automatically rescheduling flights, updating hotel bookings, calling home, calling a breakdown truck and a relief hire-car- all in one transaction. Another advertising feature describes a "a thirsty Finn” who “points his mobile phone at the drinks dispenser and a bottle of the real thing drops out just as its price pops up on his phone bill. Meanwhile Swedish car drivers, understandably unwilling to wind down the window on a freezing day, use their phones to instruct the car wash about which program they want. The charge then appears among their monthly phone call".

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