IBM Corp. on March 19 will launch a $110 million ad campaign featuring visitors from a parallel universe to support its four "middleware" software products: DB2, Lotus, Tivoli and WebSphere. The campaign, created by WPP Group's Ogilvy & Mather
Worldwide, New York, will run throughout 2001 in the U.S., Canada, Germany, France, Italy, Britain, Japan and Australia.
In addition to print, broadcast, Internet and outdoor ad executions, IBM plans to support the campaign with direct and event marketing. The effort follows last week's debut of a new print and outdoor campaign promoting IBM's affection for the Linux operating system.