Art direction + copywriting
Long, long before smartphones, the mobile landscape was ruled by the mighty PDA (personal digital assistant). When NEC launched a CDA (corporate digital assistant) designed for enterprise users, the challenge was: How to position it as the tech geek’s choice, while still engaging the more image-conscious corporate end-user?

The solution was to remember that enterprise users are consumers, too. We photographed the MobilePro P300 like a luxury watch, and tied product design and tech specs together with playful copy that called attention to the device’s aesthetics. So even though the NEC P300 means business, it also has a sense of fun.
A precursor to the NetBook, NEC’s MobilePro 790 was geared primarily toward big, blue collar guys like construction and utility workers, who needed a rugged mobile device with larger keys than a palmtop device could offer.

Irreverent headline copy, safety yellow, and actual-size photography combined to let these specialized users know that the 790 was the perfect fit: a rugged, easy-to-use device designed for their needs out in the field.
This integrated campaign for NEC’s enterprise software suite generated substantially more qualified leads — 10 times more, in fact — than the client’s most optimistic forecast.
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