NEC Computer Systems Division launched a $6
million integrated advertising campaign that will debut at the men’s NCAA
basketball tournament.
The campaign includes television commercials, national newspaper
advertisements, targeted direct mail, an online sweepstakes, billboards, and
game summaries throughout the tournament.
The idea is to strengthen the NEC CSD corporate brand and increase awareness
of NEC CSD’s products. The NCAA tournament campaign is the beginning of a
comprehensive advertising campaign that will focus on the customer’s
excellent ownership experience and long-term relationship with NEC CSD, the
company said.
Thirty-second television ads will air throughout the tournament games,
focusing on NEC CSD’s NEC Now hybrid-direct distribution, built-to-order
products, UltraCare customer services, leasing plans, and lower total cost of
ownership. The company will also be sponsoring billboards and game
summaries.
Print advertisements in USA Today will direct readers to the NEC
NOW Web site, where they can participate in a tournament-themed contest to
win one of 16 Versa notebook computers. Mountainview, CA-based NEC CSD is
also advertising in The Wall Street Journal, The New York
Times, and Investor’s Business Daily.
