Periscope Touts Lawson as Steady Hand for E-Biz

Lawson Software is positioned as a comforting safety net for companies that are trying to leap into e-business in Periscope’s first campaign for the company.

Print work ap-pearing in national business and trade magazines likens developing an e-bus-iness program to extreme sports such as skydiving and bungee jumping.

One ad looks down from a rock climber’s point of view on a rocky tower, with the text, “The next step seems a lot easier when you’re working with someone who has e-business experience.”

The campaign uses the tagline, “Proven,” to highlight that Lawson has already helped a number of businesses with their technology needs.

The campaign aims to allay the anxiety executives are thought to feel when undertaking an e-business program, said Charlie Callahan, a creative director at the Minneapolis agency.

“[E-business] is something you’re unsure of, but there’s comfort in knowing it’s been handled in the past,” he said.