IBM rolls out emotional ads in Brazil

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SAO PAULO--IBM Corp. rolled out its new worldwide campaign in Brazil on Oct. 2. Created by Ogilvy & Mather Worldwide, the campaign broke in the U.S. in June.

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.

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