COMPAQ TOUTS PC COMPANION IN CANADIAN CAMPAIGN
By Adnews Staff
Compaq Canada launched a Canadian-original national print campaign this week to tout its new personal digital assistant called PC Companion. The ad features four consecutive partial pages of advertising on the upper left hand side of the page so that when you turn the page you will build to the payoff of the final component of the ad. The first three ads are black boxes which contain reversed out copy, each one referencing a feature of PC Companion. The fourth ad is larger and features a man's hand holding the product in the palm of his hand. The headline says, "It even put head office exactly where you want it." The text describes the features and benefits of the PC Companion and also refers the reader to a 1-800 number and the three principal dealers carrying the product. The ads were created by Ammirati & Puris/Lintas of Toronto. PC Companion was introduced to the North American market last November. It lets users access, exchange and organize information. It can do calendar synchronization and e-mail. The personal digital assistant also has Internet access.