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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 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.