3Com Launches $100 Million Ad Campaign
3Com's latest branding campaign will support its new"radically simple" focus.
3Com's latest branding campaign will support its new"radically simple" focus.
Networking giant 3Com Corp. launched Thursday a $100 million branding campaign highlighting the company’s new focus of delivering “functionally rich, yet radically simple” network solutions to businesses and consumers.
3Com says the first phase of the integrated brand campaign, created by Lowe, Lintas & Partners, New York, will initially target U.S. business markets, with consumer and international advertising to begin in the fall.
3Com says its “Anyone” campaign, which will begin appearing Thursday on television, illustrates networking problems and offers 3Com as the solution.
One television spot for 3Com’s wireless solutions portrays a worker rushing to finish a project who is distracted by a throat-clearing colleague at a nearby desk. The spot, 3Com says, poses the question, “Wireless network anyone?” A narrator provides 3Com’s solution to the busy executive’s problem: “3Com lets you get up and work where you want while still connected to the network.”
The “anyone” theme, 3Com says, is to be continued in the print advertisements, which also demonstrate everyday networking problems.
The television spots will appear on cable channels such as CNN, Discovery, Comedy Central, The History Channel and ESPN, beginning Thursday. 3Com’s print ads will appear in publications such as Newsweek, Time, Smart Money and the Wall Street Journal.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceMarketers today need to thoughtfully select visuals that align with their content, boost SEO performance and drive ROI Read More...
View articleHow the sunglasses giant created subconscious brand recall value with music festival-goers through the power of strategic partnerships and experientia...
View articleIn life, as much as on LinkedIn (or Facebook, Twitter, etc.) people and brands who blabber on about themselves become annoying and best avoided, soone...
View articleBuilding trust in your brand is hard enough. Now take a situation where your audience is so cynical of your product offering some of them even call fo...
View articleThere is room for better lead capturing as ABM evolves in a cookieless world Read More...
View articleTop-of-mind action points that will be valuable to challenger brand marketing for the rest of 2021 and 2022 Read More...
View articleOmnichannel marketing presents an opportunity to marketers but requires better use of data Read More...
View articleThe dark horse your business needs to outperform competition and win at search Read More...
View article