Called "Magic Box", the campaign shows its line of servers as a box that brings countless solutions to daily life. It's the first time IBM is using TV to present servers in this market.
The campaign will include a 30-second TV commercial, magazine ads,billboards, direct marketing efforts and a Web site.
All the ads show daily scenes featuring the Magic Box. IBM is aiming to stand out in a market where advertising is traditionally distant from consumers.
The Magic Box concept intends to portray the servers as a solution in diverse sectors, including business, education, health and science.
Copyright October 1999, Crain Communications Inc.