March 16, 2001
By Tobi Elkin
Handspring takes a cue from 7th Avenue fashionistas for its new ads for the sleek Visor Edge.
Print ads for the Visor Edge, Handspring's
|Handspring promotes new design.
The spare print executions are clearly meant to target women. The slim Visor Edge, which will retail for $399, is featured lying flat, with a woman's handbag in the background. The copy reads: "Visor, a necessary accessory. The newest Visor is also the chicest. Clean. Thinner. And yet, still completely expandable with its unique Springboard slot. Which means you get the versatility of Visor, without all the Visor. The Visor Edge. Slip one in your purse."
Previous campaigns for Visor were trying to build the Visor brand name
|The sell: 'A necessary accessory.'
"We felt that this form factor was so unique that it warranted its own set of ads," Ms. Dean said. "The focus is on the product itself."
Ms. Dean said Handspring thinks the sleek design and new colors -- graphite, silver, blue and red -- will appeal to affluent women.
Games and gizmo options
Handspring also plans to tout its Springboard modules, which allow consumers to turn their handhelds into wireless phones and MP3 players and access e-books, games, wireless data, GPS (global positioning system) capabilities and more. The Visor Edge also adds a "fast lookup" function, which allows consumers to quickly access contact information without using a stylus, and a silent alarm to remind busy consumers of appointments.
Outdoor ads -- billboards, wild postings and other media -- are being refreshed this month and feature the Visor family line and the Springboard expansion modules. Handspring will ship international language versions of Visor Edge starting in April.
Copyright March 2001, Crain Communications Inc.