Launching a new brand
iPAQ
was the sub-brand for Compaq's innovative line of internet devices. In 2000,
Compaq announced its 'everything to the internet' initiative and launched
what is one of the coolest products it ever made: the iPAQ Pocket
PC.
As lead copywriter, my deliverables
included packaging, an iPAQ website, a Flash demo, a brochure kit, a sales
tool for the global sales force, and promo items like beer mats.
My concept was a series of eight folding cards that were contained
inside a jacket. Each card supported a unique selling proposition (USP).
Together they tell the product story.
Messaging that stands out
I had access to a prototype Pocket PC for about
a week before working with the Compaq Design Center and a German design firm
to create the brochure, and the architecture and copy for an interactive Flash
demo. The tone of the brochure was carried through to the demo while providing
much more product detail.
The witty new voice I introduced for the Pocket PC helped Compaq launch
the leading product in a category shared by HP, Sony, Casio, and others. This
voice was carried into the entire line of iPAQ products and helped position
Compaq uniquely in the field of internet devices.
© Copyright 1997-2014 Mark Adams. All rights reserved. No hassles preferred.