Greco Ethridge Group's first branding campaign for Evoke portrays the client's Web collaboration software as the next best thing to telepathy.
One print execution for the Louisville, Colo., client shows a man working on a notebook computer while standing in the middle of the desert. A red telephone booth is a distant presence on the horizon.
Bleak landscapes were used as backdrops in the ads to illustrate the ability of the client's products to meet the communications needs of users regardless of their physical location, said Alison Seccombe, vice president of marketing at Evoke.
Copy begins by posing a series of questions: "Ever wish your e-mail could talk? Your next business presentation appeared simultaneously in 50 states, without you leaving home? The Internet communicated your ideas as simply as the phone? You're not alone. Until there's telepathy, there's Evoke."
The client, formerly known as VStream, is spending $15 million on print, online and outdoor executions, said Greco Ethridge representative Paul Marobella.
Beyond introducing the new name, an effort was made in ads to tout the many forms of Web collaboration as key elements of doing business in the digital economy, Marobella said.
Greco Ethridge, with offices in Boston and New York, is also handling the media buy, which includes BusinessWeek, Fast Company, Forbes, Fortune, and The Industry Standard. A radio component is being planned, Marobella said. K