DSW Riding Y2K Wave With Iomega Campaign

Euro RSCG DSW Partners today launches a tongue-in-cheek global integrated print and interactive Y2K campaign for longtime client Iomega using digital photographic images shot around the world. Spending on the effort is undisclosed.
“The campaign is designed to visually communicate Iomega’s key message that you can safely move your information from this millennium to the next by getting prepared with Iomega’s Y2K Software Suite and drives,” said Eric Bute, a DSW creative director, who sees this as an opportunity for the high-tech company to reach its broadest target market.
The strategy was for the work to be funny and offer consumers a solution at the same time, Bute said.
Print ads show images of charging bulls, a huge wave and a train bearing down on unsuspecting PC users.
“We wanted to show that with the barrage of Y2K hype out there, it can become overwhelming,” said Anneliese Shapiro, DSW global account director. “Iomega is the calm, rational voice out there telling you that [Y2K Software Suite and drives] can protect your information. … It provides a value to existing and new customers.”
Print ads use a simple headline with the text “Y2K is coming. Don’t just sit there.” They will run in computer and lifestyle publications. A trailer at www.iomega.com links to Iomega’s Y2K site. Web banners incorporate the same theme as the print ads. The campaign is slated to run through the end of the year.