AKQA Relates Stories of PalmOne Customers

SAN FRANCISCO AKQA broke two new TV spots for palmOne this week in the top 10 U.S. markets, the client said.

The San Francisco agency created the ads using testimonials from customers of palmOne’s Tungsten E and Treo smartphones.

Response has been “fantastic,” in test markets, said Page Murray, palmOne’s vice president of marketing.

In the spot called “Assignment,” a man with a Treo smartphone gets a message from his office and is able to e-mail a client directions while he’s off site. “Voice Mail” shows through voice mail messages all the tasks someone can complete on a Tungsten E, such as looking up a restaurant online, checking client e-mails and downloading a photo of a picture drawn by his son.

The spots end with the product name and “Simply amazing.”

The 15-second spots broke Monday and will run as bookends on network shows such as Saturday Night Live, That ’70s Show and Will & Grace, in various markets. The media buy also includes cable during shows on Bravo.

Print work has already appeared in issues of Money, BusinessWeek, The New Yorker and PC Magazine.

Campaign spending is undisclosed. PalmOne spent $11 million on ads in 2003 and $5 million from January to August 2004, according to TNS Media Intelligence/CMR.

The client is also planning additional marketing for the holiday season, including a test program with America West, to advertise on the airline’s meal trays; its first store, in Valley Fair Mall, San Jose, Calif.; and a float in the Philadelphia Thanksgiving Day Parade.