IBM Canada brought Enterprise Advertising, its agency-of-record, and FCB/Direct together to work on a campaign for its new PS/2 products and Nick Pratt, ibm advertising manager, says this arrangement will continue.
Pratt says ibm wants to work in partnership with the agencies and plans to bring them into new product or promotion situations as early as possible.
Extension
The purpose of this new approach is to have each traditional advertising and direct marketing effort be an extension of the other.
The $350,000 PS/2 campaign runs through August with four ads in EnRoute magazine and The Financial Post daily newspaper, each containing the 1-800 number for the IBM Direct information service.
FCB/Direct translated the advertisements into a direct mail brochure.
The new PS/2 desktop line is ibm’s first to be tested for compliance with ISO 9241, a series of health and safety standards agreed upon by a group of countries regarding the components of computer work stations, such as screens, keyboards, and even desks.
Mother’s rules
Advertising headed ‘A message from IBM and your mother’ uses mother’s rules: ‘You’ll strain your eyes,’ ‘Don’t sit too close to the screen,’ and ‘Sit up straight’ to illustrate how the standards have been applied to the products.
Suppliers complying to these standards must sign a 60-page proof-of compliance and declaration document and make copies available to the end-user.
