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By Published on .

Imation Corp. today launches its first TV campaign, part of an estimated $10 million integrated campaign for an innovative new computer disk drive.

The campaign promotes SuperDisk, a disk drive that works both with standard floppy disks and a special disk that can hold 120 megabytes of data -- the equivalent of 83 floppies.

At the center is a quirky TV spot of stop-frame animation featuring a "Diskette World" populated with humanlike floppy disks and their robust allies, the SuperDisks. The SuperDisk credo: "Save a little, save a lot, save the world."


TV viewers are "going to love it or hate it," said Lee St. James, executive creative director at Ketchum Advertising, Pittsburgh.

"I'm hoping they'll love it."

The integrated campaign, built around the animated disks, includes the 30-second spot; business and tech print ads; network radio; Internet ads; point of purchase; trade show materials; and even giveaway SuperDisk dolls.

The commercial is scheduled to run on cable TV, including CNN, Discovery Channel and the Sci-Fi Channel.

Ketchum, part of Omnicom Group, collaborated with sister TBWA International's Stockholm office, which conceived the "Diskette World" theme. Other Omnicom units are involved: Rapp Collins Worldwide, Minneapolis, is doing direct marketing, while Fleishman-Hillard, Minneapolis, is handling PR. Internet communications were created in-house, with Ketchum doing the Web buy.


The campaign will extend in coming months to Germany, France, the U.K., Southeast Asia and possibly South America.

Imation, spun off two years ago by 3M Co., launched SuperDisk last year with partners Matsushita Electric Industrial Co., Mitsubishi Electronics, Compaq Computer Corp. and ORT.

Though Imation sells a SuperDisk add-on device for existing PCs, the new campaign is intended to create demand for SuperDisk drives made by other companies and built into notebook or desktop PCs from Compaq, IBM Corp., Gateway 2000 and others.

The device adds about $100 to the price of a PC.


"We needed to help build support and generate demand for the `ingredient' " -- the disk drive -- "so there's pull for [computer marketers], so they see there is end-user demand," said Lori Noel, SuperDisk marketing communica-tions manager.

Imation's ultimate interest: Generating demand for SuperDisk diskettes at about $10 each.

Imation also is encouraging competition in the diskette market by licensing rival Maxell Corp. of America to make SuperDisks.

"We're of the firm belief that you can't become a new standard if it's not available in a competitive marketplace," Ms. Noel said. "People need choices."

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