ads: HP Smart Contact enterprise software
the problem
How to unify a collection of software and services into one brand.
the situation
Call centers are a critical link between a company and its customers. Thanks to computer-telephony integration (CTI), some companies have greatly improved their efficiency, as well as customer satisfaction. But the proliferation of websites with customer contact e-mail forms made keeping up with this new contact channel extremely difficult.
Hewlett-Packard offered a variety of software, hardware and consulting services that could remedy this situation. They had been selling them on an individual basis, but eventually decided to package them as a single solution, which would help them simplify the sales process and gain market share.
the solution -- an ADDY-winning ad
Since research indicated that the typical call center manager was overwhelmed CTI technology and intimidated by the challenges the Internet presented, the creative team (Creative i, Palo Alto, and Wardog Creative) decided that an emotional approach that avoided technical details would be best.