IBM CANADA MAKES COMPANY HISTORY WITH MAGIC BOX
By Adnews Staff
IBM Canada of Markham, Ontario is running the largest server campaign in the company's history. "Magic Box" is designed to position IBM servers as the cornerstones of e-business. The campaign will include television, print, outdoor, Internet and other advertising media to showcase IBM's family of servers. The tagline being used is "IBM helps you get the magic out of the box". Targeting both a general and technical audience, the advertisements put the servers in scenes where children are playing in the park, on a busy street and on a basketball court, illustrating that the servers are used by everyone. The campaign began with a 60-second prime-time television spot in Ontario earlier this week, to be followed by 30-second versions. Print advertising includes an eight-page insert in the Globe and Mail, Toronto Star and National Post this week. One page print ads will continue in the dailies as well as in the Ottawa Citizen, with additional print advertising in business publications as well as trade and in-flight publications. Internet advertising will be seen on business and information technology Web sites. The campaign will also be featured on the OmniIMAX billboard on Toronto's Gardiner Expressway in November. The campaign, created by Ogilvy & Mather Worldwide, runs until December and will be launched worldwide later this year.