CHALLENGE: Introduce Hypercom's new merchant services division with limited budget and maximum impact. In short: roll up your sleeves and don't spare the ponies. 

SOLUTION: Shock and awe. Well, at least that's what we called it internally. As our target audience was largely made up of predominantly male sales agents, we focused on hitting them where they live; hotels and embarrassing encounters on the road. As with most campaigns created for Hypercom, we chose an indirect path; directing all messaging as-if to the end-user client/retailer, while actually speaking to and seeking to educate independent sales agents who would then pass on the most essential brand benefits to the merchant. While obviously not for everybody nor every taste, this campaign wasn't directed at "everybody," running in trade pubs specifically targeted to our "guy". 

RESULTS: A little shock. A little awe. And a Hell of a lot of instant brand recognition and high benefit recall. More bang for their buck, as it were.