Quixi Targets Busy Executives

Cliff Freeman Ads Tout Time-Saving Mobile-Commerce Service
NEW YORK–Cliff Freeman and Partners has focused on the dangers of multitasking in a $10 million, first-time campaign for Quixi, a new company that provides an array of “mobile-commerce” services.
The most arresting ad in the campaign shows a group of executives dining at a fine restaurant, while a colleague, seated at the table on a toilet, eats soup.
Tagged, “What are you doing to save time?” the outdoor campaign broke last week. Print breaks June 19 in such publications as The New York Times, Los Angeles Times, The Hollywood Reporter, Fortune and Sports Illustrated.
“The guy doesn’t even have time to go to the bathroom,” said senior copywriter Adam Chasnow, who created the campaign with art director Rob Carducci. “These ads are geared to the heavily active mobile professional, the Palm Pilot and cell-phone users who are constantly working.”
Chasnow said the account and creative teams looked at the services Quixi offers and what they mean to busy professionals. “It pointed to saving time and giving you your life back,” he said.
Accessible by any phone, Palm Pilot or personal computer, Quixi allows users to connect around the clock to live helpers, who, for instance, when asked to send flowers to people, need no further direction to complete the transaction.
When they sign up, subscribers can transmit various personal information, such as address books, phone numbers and favorite Internet sites, so Quixi representatives can place calls, send mail or shop online for them.
Quixi also provides directions and movie listings, and will soon offer restaurant recommendations.
In one ad, a baby sits in a kitchen sink full of dirty dishes. Another shows executives at a conference table wearing party hats as they celebrate their colleague’s son’s birthday.
“It quickly communicates what our target audience’s lives are like,” said Saralyn Bass, Quixi’s vp of marketing, who added that she was a bit skittish about the toilet ad. None of the focus groups thought any of the ads offensive, she said.
The service officially launches June 19 and is free to charter members for three months. A monthly subscription will cost $19.95, plus a $2.50 handling charge per transaction, Bass said. K