SEMITRAILER IS COMPUTER-DRIVEN

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People attending the Comdex/Spring trade show in Atlanta should be forgiven if they wonder whether AT&T Global Solutions is a bit slow unloading its display from the truck. The truck is the display.

The so-called road show vehicle is part of an orchestrated campaign the Dayton, Ohio-based company devised in a brainstorming session with sales people from Windows Magazine. AT&T Global Solutions-formerly NCR Corp.-buys ad space in Windows and other computer publications. In discussing value-added services, Windows representatives suggested a full semitrailer loaded with Global Solutions products.

"This is not an original idea, but it's unusual for a computer manufacturer," said Marty Caskey, strategic events product leader for Global Solutions' PC Demand Creation Team. "In the age of being very, very careful with money we have to spend, we need to identify creative and unique ways to reach customers."

Officials declined to divulge how much they're spending on the package but said it's less than they normally spend on trade shows.

For a computer marketer, this is certainly a unique marketing vehicle-no pun intended.

"It will help take away a once-staid image and help position us as a trendsetting computer manufacturer, as a leader not a follower," Mr. Caskey said.

The trailer was designed by Mallworks, Birmingham, Mich., which has done similar projects for other companies. Mallworks and Windows are co-sponsors of the endeavor; their names will be featured on the display.

At Comdex/Spring, set for May 23 to 26, the truck will have eight stations, each with a 30-second video demonstration on a continuous loop. Specification sheets and other information will be available.

Global Solutions has a six-month lease on the truck and expects to log more than 50,000 miles by the time the vehicle reaches its last stop, Comdex/Fall in Las Vegas.

"We're excited about putting this truck on the road and allowing millions of impressions," Mr. Caskey said. Designer Javier Romero, who has done work for Volkswagen and other companies, designed the exterior of the truck. Mr. Caskey declined to specifically describe the design, though he said it corresponds with the company's theme of "Putting you into communications." Mr. Mullich is associate editor of Business Marketing.

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