JMC&T Breaks Okidata Ads

Jordan, McGrath, Case & Taylor is breaking a new print and radio campaign for Okidata, which positions the company’s printers and fax machines as being as hard-working and reliable as the people who use them.
Targeted at the small/home office market, one of two print ads juxtaposes an office worker with a robotic figure made of Okidata machinery. The headline reads, “Workaholic? Meet your soulmate.” The image is saturated in hues of orange, pink and green. The campaign has no tagline.
“We wanted to contemporize the Okidata heritage of reliability in a visually arresting way,” said Michael Vines, creative director at the New York agency.
Tom Wardrop, advertising director of the Mount Laurel, N.J.-based division of Oki America, said, “We need to be more of a player in retail outlets, and the way to do this was through broad-reach mags and radio.”
Print work breaks in national newsweeklies on Oct. 20; radio spots bow today.
Previous ads, which targeted office equipment resellers, were product specific and ran in computer magazines. Okidata spent $7 million on advertising for all its brands in 1996, according to Competitive Media Reporting.
Okidata competes against market leader Hewlett-Packard as well as brands such as Epson and Lexmark in the printer category. Dot matrix printers have been Okidata’s strength, but the growth area in printers is in the color ink-jet and laser markets.