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These lead generation self-mailers target prospective customers
of HP's Network Systems Test Division in Colorado Springs. The audience is comprised of computer network
managers ... you know, the dweebs who stay up all night fixing the network while you
peacefully saw logs.
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HP's Internet Advisor provides a turn-key testing
solution for these stouthearted digital wanderers.
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In addition to generating leads, our job was to give the
techno-marvel more personality and build a better brand relationship.
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In the lead self-mailer, the one shown on the left above, Brent
creates a juxtaposition between a network manager and an orchestra conductor.
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Lead copy delivers a message crafted to synchronize with David
Beightol's eye-catching cover photograph:
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"When your network works, it blends
as an artfully conducted symphony orchestra. In concert.
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"If just one instrument is out of
tune, you hear irritating clatter that might shut down your network, costing you time,
money and goodwill.
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"But your job is more complicated
than a conductor's. Because your network performs nonstop. There can be no downtime.
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"You must know current performance,
why response times lag, and if you've got enough bandwidth to keep up with application
demand. All day. Every day."
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These response-driven self-mailers are unlike any that have been
developed for this division of HP – thanks to inspired concepts, empowering copy, and
adroit graphics by Merten Design Group of Denver.
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The fliers marry creativity and pragmatic business sensibility
– further lending credence to the nascent rumor that nerds are, indeed, human.
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Most important, the fliers met our client's demanding response
goals.
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