3COM BREAKS RADICALLY SIMPLE BRANDING EFFORT IN CANADA
By Adnews Staff
3Com Canada, based in Mississauga, Ontario, is launching its largest advertising campaign to date. The campaign is part of a US$100 million global branding effort building on the "radically simple" solutions 3Com offers businesses and consumers. The Canadian component began running last week with television, radio and print advertising targeting consumers as well as small and medium size businesses. The campaign, called "Anyone," is designed to illustrate simple solutions to real-life networking problems. In one television spot, promoting 3Com's home networking solution, a household is featured where family members are seen fighting over Internet and telephone access. The voiceover asks the question "Home networking anyone?" and follows with the solution "3Com's home networking lets you share both the phone and Internet over one existing line." The campaign continues with the "Anyone" theme in print executions appearing in major dailies and technology publications. In Canada, the $3 million campaign is scheduled to run until June. Advertising was done by Lowe Lintas & Partners of New York. Public relations for 3Com Canada are handled by National Public Relations of Toronto.