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.

A previous campaign from Martin/Williams positioned the St. Paul, Minn., company around the theme, “Leading edge technology without the attitude.” A television spot showed a fictional competitive software representative turning into a snake during a sales pitch. Print took the term “computer bug” literally, diagramming certain “bugs” and how Lawson could eliminate them.

The new campaign focuses on the company’s “deliverable capabilities,” said Greg Kurowski, Peri-scope’s president.

Periscope’s work, which will be extended with interactive, direct mail, trade show support and internal communications, will run in national publications such as Business Week, Forbes, Washington Technology and Nation’s Restaurant News.

Periscope won the account, estimated at $5 million, in May over finalist VitroRobertson, San Diego. Lawson spent $2 million on advertising through July, according to Competitive Media Reporting.