Magazine article Marketing

Compaq Aims Global Ad Work at SMEs

Magazine article Marketing

Compaq Aims Global Ad Work at SMEs

Article excerpt

Compaq is to use the tagline 'Inspiration Technology' for its new global advertising push, kicking off this week, as it attempts to position itself as more than a PC manufacturer.

The ads, created by the company's new global agency, FCB Worldwide, mark a move away from product-based advertising toward illustrating what Compaq products enable people to achieve, replacing the 'non-stop' theme of previous campaigns.

Compaq is looking to establish a more broad-based brand to grab a slice of the increasingly competitive small- to medium-size enterprise (SME) market where it competes against the likes of Hewlett-Packard and Dell.

The first TV spot features a range of people in different situations using Compaq technology to realise their ideas. The ad opens with a boy dreaming of a butterfly and then cuts to a close-up of butterfly DNA which links to a team working on the human genome project, using Compaq servers.

The ad is intercut with another storyline about a group of young entrepreneurs setting up their own kite business, flybykite. …

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