Who
HP was ready to launch its PC-based workstations in to the traditional
Mac strongholds of high-end graphic design, animation and mulitmedia production.
What
The launch program focused on positioning Kayak and Visualize systems
as an elite technology that stands above desktop computers of any type.
The call to action drove targetted prospects to a website where they could
enter a special promotion linking HP to a popular online graphics resource
while offering a free Kayak system to contest winners..
Why
The loyalty of the graphic art industry to Mac technology is legendary.
HP workstations were already the leader in other graphically intensive
applications such as engineering and scientific simulations, but HP recognized
that breaking into the high-end arts market would require special attention.
Excerpt:
How do you make a workstation fly?
Take it to the edge and - PUSH!
We know…
...you can do stunts with a computer nobody else even gets.
No wonder you tend to be a little extreme in your demands for
graphic computing power. So why put up with technology that keeps you
waiting when you could be creating? It's enough to drive you right over
the edge!
Or maybe it's enough to drive you up to serious
power - up to real workstation power - all the way up to one of the
new KAYAK or VISUALIZE PC workstations from HP.
Come on - you've got work to do! And
now, HP has two families of PC Workstations to come through with
the performance you want at a price that makes sense.
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