COMPAQ TRIES TO SETTLE RUMORS
By Adnews Staff
Compaq Corp. of Houston launched a trade campaign this week focusing on its commitment to its resellers. It was developed in response to rumors and uncertainty that has existed both with the press and the resellers regarding Compaq's commitment to the channel after the failed acquisition of a direct company, and the launch of its Optimized Delivery Model. The ad highlights a number of investments the company has made to benefit resellers. The visual features two "cirque du soleil" like characters joined together doing a tumble. The headline says, "We're changing the way we do business together. The word being together." The copy then focuses on the reseller as the cornerstone of the business and a key part of the business model going forward. It also directs resellers to Compaq's Web site for more information. The ad was created by Ammirati & Puris/Lintas of New York. In Canada, the agency's Toronto office did the media buy. Separately, Compaq Canada will introduce a national print campaign later this month for its recently launched Armada 7300 notebook computer. The ad showcases the benefits of the computer. The headline says: "They predicted we'd travel with powerful, lightweight portable packs. How true." The visual features a "Jetsons-style" rocketeer with powerpacks on. The copy introduces the 7300, talking about it as being Compaq's version of the jet pack when it comes to mobility. The ad also highlights features of the computer. The goal of the ad is to show that the design of the 7300 is very customer-oriented and that the company cares about the way people use its notebooks. The ad closes with a reference to Compaq's 1-800 number and Web site address. The campaign was created by Ammirati & Puris/Lintas of Toronto. Compaq's U.S. parent recently introduced the 7300 to the North American market. The machine weighs six pounds and is 1.54-inches in height.