$137.8B U.S. ad spend for top 200 advertisers
Market: CIOs, small-business owners
Quick chase: A series of colorful skyscraper banners with short bursts of animation and concise messages from HP about technology for better business outcomes induced a click. On the landing page, a collection of icons representing such things as automation, virtualization and green technology dangle like ornaments. Click one of the icons and you get a user's guide for each function. Each user's guide page was attractively designed, and copy sparkled as HP briefly explained how its technology could benefit the customer.
Clue: HP manages to make such complex functions as visualization and automation sound simple.