ads: HP Front Office enterprise software
the problem
Re-branding a successful solution.
the situation
After launching HP Smart Contact, the company entered new partnerships with leading sales force automation (SFA) solution providers. Because they could now offer a completely integrated SFA product, complete with the consulting services needed to implement it, they decided to re-name the product HP Front Office.
HP Smart Contact had already gained name recognition within the target audience--call center managers. The new offering involved them, as well as decision-makers in sales, manufacturing, distribution and accounting.
the solution
Since the sales force wouldn't have any problems informing the call center audience of the name change, the creative team (Creative i, Palo Alto, and Wardog Creative) developed a new ad around what the new offering could do for other target audiences, while still retaining the look and feel of the original ad.