IBM Corp. takes a shot at archrival Sun Microsystems, Palo Alto, Calif., in a new online banner ad campaign for Unix-based servers breaking July 14. The campaign, created by Ogilvy & Mather, New York, for IBM's Somers, N.Y.-based Enterprise Systems Group, is the most aggressive to date for Big Blue's Unix server business. The estimated $5 million effort features banner ads emblazoned with a sun eclipsed by a black spot and the headline, "It's easy to eclipse a sun.'' The online campaign aims to qualify potential customers and is buttressed by TV and print ads running within Big Blue's ads driving prospects to ibm.com.
Copyright July 2000, Crain Communications Inc.