IBM INTRODUCES NEW OPERATING SYSTEM
By Adnews Staff
U.S.-based International Business Machines Corp. will introduce a new operating system next week called OS/2 Warp 4 that will allow users to talk to their computers. This will let them surf the Internet and dictate e-mail hands-free. A worldwide campaign will support the launch of the product using print, direct mail and the World Wide Web. It was created by Ogilvy & Mather of New York. The agency's Toronto office did the media buy for Canada. The ads present routine and mission-critical business scenarios, then explain how OS/2 Warp 4, with its speech recognition, Internet and networking power, helps accomplish the task at hand. Scenarios include a business professional sending e-mail via voice to a colleague while working on other projects, and a doctor pulling up a patient's medical record while reviewing an X-ray. Each ad finishes with an invitation to visit the OS/2 Warp Web site for more information, or to call a 1-800 number to receive a free copy of an interactive CD-ROM which provides a live managed trial of the product.