Best Consumer Goods Email Message

THE CHALLENGE: To create momentum around the worldwide announcement of the HP Pavilion x360 Laptop. A laptop isn’t just one thing anymore: it’s a workstation, and entertainment center, a file cabinet, a safe, a sound system… It must also offer incredible versatility—it needs to work seamlessly at work, at play or in an airline seat. The screen must provide incredible views and the sound is expected to amaze. The HP Pavilion x360 does it all in 4 distinct modes. How could we show off its movement, style and versatility in a static email? How could we separate it from the other choices out there?

THE ANSWER: A breakthrough artist needs breakthrough tools. The HP Pavilion x360 is now endorsed by an amazing musician with plenty of buzz: Beatboxer Marcus Perez. With just one click recipients treated to Marcus putting this multifaceted PC through its paces—and they make beautiful music together.

THE WORK: The hero visual and headline immediately let the recipient know that there’s something new and very special happening here. There’s a sense of motion and endless possibilities. Clearly, working with the HP Pavilion x360 is an exciting, fluid experience. We connect with this hard-to-reach customer to an artist’s real experience by way of Beatboxer Marcus Perez. We are treated to a glimpse into his world and we are introduced to all the ways he’s able to invent, create and enjoy this new laptop in an unmistakably creative mode.

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.