COMPAQ TOUTS PROLIANT IN CAMPAIGN
By Adnews Staff
Compaq Canada of Richmond Hill, Ont. is targeting small and medium-sized businesses in its latest print campaign which began last week. Promoting the ProLiant 800, the ad focuses the affordability and reliability of a machine that can grow with your needs. The concept leverages the analogy of swimming with the sharks and features a visual of the ProLiant with a shark fin on top. The headline reads, "If you want to swim with them, you have to think like them." The copy says "Sharks have to keep moving forward. If they don't, game over. If that sounds a little close to home, you must be running a business. And these days what's helping more and more businesses move forward is technology. Specifically, Compaq PC server technology." It then goes on to say that the same technology was previously available only to bigger fish. The ad closes with Compaq's 1-800 number and its Web site address. The ad was created by Ammirati & Puris/Lintas of Toronto.