The $1 million print and outdoor campaign, including 2,000 taxi posters in Paris, Lille and Toulouse, uses humor to position iPAQ as a fashion accessory.
The ads feature a muscle-bound man and the slogan: "There's about as much difference between an iPAQ Pocket PC and an agenda as there is between you and him."
The iPAQ's sharp design is the focus of a second spot, which depicts a young woman observing her reflection in the device's screen while applying makeup. The slogan runs: "iPAQ Pocket PC--All the funcitons of a personal computer, plus those you discover in the en route."
iPAQ's compact size is highlighted in a third ad showing an attractive young man slipping his personal assistant into a shirt pocket over the slogan: "iPAQ Pocket PC - If on top of everything you're good looking, it won't hurt you."
Copyright July 2000, Crain Communications Inc.