TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc. Electronic devices may be aimed at consumers or businesses.
The Hot Products TV campaign targeted a critical audience that historically believed IBM "is not for me": Consumers and Small/Medium Business Owners. The humorous spots portrayed IBM as a big company that behaved like a small one through several fictional scenarios which represented IBM.com as a small business run by a few 20-somethings out of a New York loft apartment. The spots showcased hero products like laptops and small servers and drove interested buyers to ibm.com. The campaign succeeded in creating a more approachable image for IBM among this group while dramatically increasing sales via ibm.com
Client: IBM Corporation
Agency: Ogilvy & Mather
Gateway @ Work
In January 1999, Gateway created a separate Business unit for the first time. As Gateway's consumer division has extremely high recognition and awareness levels, a campaign needed to be developed that showed the business world that Gateway has the products and services that they are looking for from a technology provider. Our launch campaign Gateway@Work positioned Gateway Business as a serious business player that can compete with the likes of Dell, IBM and Compaq. The campaign leveraged Gateway's core values of approachability and dedication to service and support and showcased that Gateway is "a responsive and trusted business technology partner" that is at work for each client everyday.
Brand: Gateway Business
Agency: McCann-Erickson WorldGroup
Returning to their roots provided Apple with a philosophy that not only resonated with consumers, it restored the soul of the company. With a one-two brand/product punch, "Think different" put Apple back on the map, back in the black and back in the hearts of consumers once again.
Client: Apple Inc.