In an about-face in strategy, handheld computer maker Palm this holiday season is backing away from branding ads to focus on products.
The company’s estimated $10 million holiday TV and online campaign features a Palm amid throbbing electronic music as various features are outlined. “Read a book, plan lunch, plan for the future,” read headlines as the pixillated backgrounds come into view illustrating the features in one TV spot. A second spot takes a similar tack while the third touts partner Panasonic’s SD Card memory module. AKQA, San Francisco, handles.
The spots are tagged with Palm’s holiday offer for up to $250 in coupons and a free 16-megabyte expansion card.
The most recent Palm campaigns have positioned the company as a software firm. Before that, Palm used its “Simply Palm” tag on lifestyle ads touting its handhelds. Ken Wirt, svp-marketing for Palm’s solutions group, said the latest effort is more tactical.
“It’s ‘Let’s move some product,'” he said
Palm Holiday Spots to Focus on Products
