Absolute Software breaks laptop recovery campaign
By Adnews Staff
Vancouver-based Absolute Software has begun a back-to-school campaign promoting its Computrace LoJack for Laptops, a computer theft recovery service. The campaign, developed by Noise Digital of Vancouver, includes banner ads, email, Web sponsorships and a website at <http://www.lojackforlaptops.com/back-to-school>. The creative is aimed at students and depicts the emotions related to the loss of a laptop, including anger, fear and helplessness. "The challenge for us was to figure out how to depict the need for this service, build customer confidence in Absolute's brand, and then convert that interest into online sales," said Mark Nishiguchi, managing partner at Noise Digital. "So we have created a super flexible campaign that will allow us to tweak and change the message and media as we go." The campaign will peak during a four-week period in late August and September. It will run in US markets with high concentrations of students, including Seattle, San Francisco, Los Angeles, Dallas, Miami and New York.