Hart-Boillot Breaks Print for Hewlett-Packard

BOSTON-Hart-Boillot last week launched an integrated marketing campaign for Hewlett-Packard’s NetServer Division.

The Waltham, Mass., shop created print, banner and e-mail executions, direct mail materials, interactive presentations and a Web site for the client’s 1U and 2U servers. The campaign uses the line, “No weak links.”

The “weak links” theme refers to service providers’ reliance on every aspect of the technology to achieve business success.

The campaign was created to generate leads for the 1U server and to “create awareness for the [2U server], a new product,” said Kevin Hart, vice president, creative director at Hart-Boillot.

One print effort shows a colorful photograph of a rock climber. The copy reads, “The H-P NetServer [1U] has the fundamentals and functionality to keep your network running 24 hours a day, seven days a week, no matter what it encounters. From product to profit, there are no weak links.”

Copy in another ad reads, “In the service provider space, weak links in IT infrastructure can be the difference between success and failure.”

The North American effort will run through April. Print ads are running in Boardwatch magazine and Net Economy. Hart-Boillot has been working for H-P on a project basis for the past year.

Two years ago, Hart and Nicolas Boillot left Rainier Corp., Princeton, Mass., where they were creative director and account executive, respectively. The two formed Hart-Boillot, an agency that serves a mix of consumer and business-to-business accounts. [Adweek, Oct. 25, 1999]

The shop currently employs 10 people. Clients include, Ariel Corp., Cranbury, N.J.; Harvard University, University Information Systems, Cambridge, Mass.; Business Benefits, Clinton, Mass.; and PurchaseSoft, Westborough, Mass. Joshua Lavine