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LOS ANGELES In a new campaign by indie Ignited Minds, online retailer Newegg.com urges potential customers to check out the competition before buying discounted brand-name electronics via its 5-year-old Internet store.
The ads are aimed at “skeptical, overexposed” do-it-yourself computer users who “spend a lot of their discretionary time and money on entertaining themselves,” said Eric Johnson, president of the Marina del Rey, Calif., agency. With clients including Activision, Sony and Logitech, Ignited Minds has already gained a reputation in the “people who play” industry, he said.
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