Lexmark International, Lexington, Ky. Agency:
W.B. Doner, Southfield, Mich. Market: IT managers, small businesses Quick chase:
From a visual perspective, the banner ad for Lexmark is nothing to write home about. A steel-gray printer set against a dull gray background is easy to pass by. But all that gray serves as the backdrop for the headline: "Everyday, Lexmark printers go to work for 75% of the top banks, retailers and pharmacies?" Now we're talking, because a headline suggests that if Lexmark's products are good enough for three-quarters of some of the economy's top industries, they should be good enough for just about any business. Those who click the banner will find a terrific-looking landing page that's brimming with options. Clue:
The site allows visitors to interactively kick the tires on the line of printers by rotating them 360 degrees. That's a technique worth copying.