DIGITAL RELEASES OVERHAULED PC LINE
By Adnews Staff
Digital Equipment Corporation of Maynard, Massachusetts has revamped its lines of desktop, notebook and PC server computers for the Windows NT environment in North America. Seven developments were announced, including the Venturis GL Desktop PC, a Pentium Pro addition that completes that particular line, and Celebris FX and Celebris GL Desktop computers, optimized for Windows NT. New software was also introduced, including ClientWORKS 2.3, a client-management program, and ServerWORKS Manager 2.0, management software that supports multiple server operating environments and simplifies server and network administration. A national print campaign will begin Sept. 16 for the PC-related products, with ads appearing in information technology trade publications as well as business-related magazines. Digital's extended Personal Workstation line will also be advertised in print, beginning Sept. 23, with ads appearing in the same locations. These ads will run until the end of January. There will also be ads appearing in the Sept. 16 and 23 editions of The Globe & Mail. The North American campaign was created by New York-based Young & Rubicam, Ltd., DDB Needham Worldwide Ltd. of Toronto handled the Canadian media buy for the workstation component of the campaign. Separately, Digital launched a worldwide print campaign this week to promote itself as the number one solutions provider for Windows NT. The ads target information systems managers and information technology managers in medium-sized and large companies and features the challenges in moving to Windows NT. The campaign uses the proverbial "Monkey on Your Back", using a chimpanzee to both symbolize and empathize with the managers' challenges as they go through this migration. Each ad states how Digital provides the solution to the mangers' specific needs. The advertising themes address migration issues such as satisfying your end users, investing in Windows NT without throwing away the investment you have made in other systems, choosing the right hardware to run Windows NT software and migrating to Windows NT without blowing your budget. The ads were created by Young & Rubicam of New York. In Canada, Y&R's Toronto office localized the ads and did the media buy.