Cidco Targets Moms for E-mail in DSW Campaign

By Sarah J. HeimSAN FRANCISCO—Cidco sings the praises of the written word while touting the power of modern technology in a $4 million holiday campaign for its personal e-mail system, MailStation.

Radio and print ads from Euro RSCG/DSW Partners, Salt Lake City, will target women over 40 who still don’t have e-mail access, said agency creative director Jeff Bagley. “The sensitivity of our approach is in line with our target audience and will appeal to them on an emotional level,” he said.