WCJ Develops

Ads for Novell’s BrainShare ’99
SAN FRANCISCO–Wunderman Cato Johnson’s office here has launched the U.S. portion of an estimated $5-10 million global campaign promoting BrainShare ’99, this year’s installation of the annual conferences held worldwide by network software developer Novell.
The effort, which includes print, online and direct marketing components, encourages consultants, customers, developers, educators, engineers and integrators to register for the U.S. conference, to be held in Salt Lake City in March. Work will be tweaked and used later this year to promote conferences in Asia, Europe, South America and South Africa.
WCJ used images of people sporting colorful tattoos of the conference name and logo to communicate a message that can be translated internationally, said William Capodanno, account supervisor at WCJ.
“The tattoos also emphasize the dedication and mind-set of the typical BrainShare attendee,” said Capodanno. Orem, Utah-based Novell “wants people to keep coming back, and [feels that] BrainShare is a really special event that Novell customers should not miss.”
The ads also encourage online registration. Capodanno said more than 80 percent of entrants have registered using the Web this year.