By John Spooner
BOSTON–NEC Technologies is now breaking its first advertising created by Hill, Holliday, Connors, Cosmopulos. The print executions carry the tagline, ‘Expect more. Experience more.’
The Boston shop was assigned the $10-15 million ad account by the computer peripherals maker earlier this year. That review followed Packard Bell’s buyout of NEC’s computer systems division, leaving NEC to ‘refocus on its core business, which includes monitors, projectors and imaging equipment,’ said Harold Miltsch, vice president of corporate communications.
Based in Itasca, Ill., NEC asked Hill, Holliday to create print executions that would appeal to people’s emotions rather than their wallets. The client also wanted to prominently feature its new products in the ads.
‘Research showed that emotion was more effective than using feeds and speeds in advertising. Testing revealed consumers and businesses are picking products based purely on emotional brand attributes,’ Miltsch said. ‘Rational brand attributes (the traditional focus of technology advertising) take a backseat.’
The result is ads that strive to involve readers as much as the products involve users, said Hill, Holliday copywriter Jonathan Plazonja. The ads seek to ‘humanize’ the products by focusing on how different individuals use them.
One execution features world-renowned AIDS researcher Dr. David Ho, who uses an NEC monitor in his work. Another focuses on an 11-year-old boy named Christian with ‘autistic tendencies’ whose NEC monitor helps him communicate.
Ads broke last week in USA Today, The Wall Street Journal and The New York Times to coincide with PC Expo, an industry trade show in New York. An execution in the campaign is also in the July issue of Wired. The media buy for the next several months includes trade and business magazines.
New executions in the campaign are in development, Plazonja said.
Encompass Communications in Boston created NEC’s new dove-like logo.
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