Best Computer: Hardware Email Message

THE TARGET: A broad B to B and consumer audience.

THE CHALLENGE: Consumers have almost infinite choices when it comes to selecting their new laptops. HP must find ways to stand out in design and performance in this ever-more cluttered and highly competitive environment. Our challenge was to introduce HP’s stunning line of premium laptops and to convey the limitless possibilities and latest capabilities available to our newest customers.

THE ANSWER: Today life is demanding–we work and play in so many ways and in so many environments. That’s why we need tools that can conquer them all. HP’s latest premium laptops redefine the limits of the category, offering PCs that convert from traditional laptops to tablets while still providing the performance and functionality entertainment enthusiasts and workaholics demand.

THE WORK: We had to establish a differentiating attitude from click 1—one of elegance and sophistication. We used a graduated black background and rich gold typography to heighten the premium feel. The headlines speak to possibilities and promise–if you want more, these PCs invite you to step up. One of the featured laptops is called ENVY—that says it all. It’s the one you want. It’s the one you must have—the one PC enthusiasts covet. The other featured laptop is a versatile detachable—a PC and a tablet, 2 incredible tools in one—ready to perform wherever and whenever you need it.

Contributors:

Executive Creative Director:	Suzanne Darmory
Global Creative Director:	Christine Cucuzza
Creative Director:	Rich Patterson
Art Director:	Becky Gregory
Copywriter:	Mike Wilson
Account Manager:	Jonathan Wong

ZETA

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.