All PCs are the same. Thanks to the hegemony enjoyed by Microsoft and Intel with every machine pre-loaded with the Windows operating system and Intel subsidizing a computer manufacturer’s media cost, it all but guarantees every computer manufacturer’s advertising promotes the same message. And Dell’s revolutionary built-to-order manufacturing system has motivated the industry to compete on price above all else. But for many Chinese, a notebook is the most personal technology product they own. Because of this situation, HP has set out a mission. It wants to bring the aspiration, excitement and emotion back into personal computers.

HP wants to be the leading computer brand in China. But rather than simply focus on market share, HP believes the best way is by being the most desirable computer brand. That is why the objectives of this campaign are focused on raising HP brand awareness, consideration and preference, not simply market share gains.

Following on the sucess of “My Computer, My Stage” wave one campaign, HP has launched a second campaign focusing on music. This platform encourages users to express themselves though hiphop music. This platform lets users easly create their own style of hiphop music mix by recording their vocals and hence expressing themselves through music.

At this stage the results are still too early to tell yet.