Best Computer: Hardware Email Message

The Challenge: Consumers have seemingly infinite choices when it comes to selecting their laptops and notebooks. HP must find ways to stand out and leap ahead in this ever-more cluttered and highly competitive environment. In short, our challenge was getting noticed for something HP hasn’t always been known for: stunning design. We wanted to pleasantly surprise our audience with an unexpected level of elegance and performance.

The Answer: Let’s face it, your notebook isn’t just a work tool any more, it’s an accessory. The computer that you pull out of your bag and open up on the conference room table speaks volumes about you. HP has designed an incredibly striking new notebook that makes the distinctive and sophisticated statement that their customers desire and demand. And it goes further: Because the HP Spectre is detachable, it’s even more versatile.

The Work: We had to establish an attitude–one of elegance and sophistication. And where Spectre takes us with dazzling design, it promptly follows with superior performance. This notebook can go toe-to-toe, screen-to-screen, trackpad-to-trackpad with anything out there. The photography and the layout trumpet the notebook’s crisp, clean lines and demonstrate its versatility. The headlines build on the campaign’s fashion sensibility, plainly setting it apart from more commonplace devices.

The Results: The right look and the right attitude get results: Unique Open rates for the initial triggered launches averaged in over 21% for – far above Business as Usual numbers.

Contributors:

Executive Creative Director:	Suzanne Darmory
Global Creative Director:	Christine Cucuzza
Creative Director:	Mike Wilson
Creative Director:	Julie Allard

ACXIOM

Location: United States

About the Agency:

We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.