OgilvyOne creates ’superman’ branding push for new Lotus software

OgilvyOne has developed a campaign for Lotus’s latest software packages, Lotus Notes and Domino Release 5, based on the idea that users gain the power of Superman.

OgilvyOne has developed a campaign for Lotus’s latest software

packages, Lotus Notes and Domino Release 5, based on the idea that users

gain the power of Superman.



The campaign, which begins on 7 October, targets both the techno-savvy

IT audience and the business community. The development of a branding

campaign marks a change in strategy for IBM-owned Lotus, which has

previously used product-oriented ads.



Press executions present an ’ordinary bloke’, but suggest he has

superhuman powers because he uses Lotus Notes and Domino Release 5. All

the ads use the strapline: ’Super. Human. Software.’



The TV commercial features people from around the world holding up a

placard reading ’I am’. A word or phrase is then added to the screen to

complete the sentence. They include: ’connected’, ’a team’, ’a force’

and ’everywhere’. The backing track features the lyric: ’I am a

superman.’



The press campaign was written by Geoff Alderman and art directed by

Harvey Lee. The TV commercial was created in the US and adapted for the

UK market.



Media planning and buying are by MindShare. The TV ads will run on

Carlton, Granada, Central, Channel 4, and Sky. Press ads will appear in

business and computer trade press. The campaign will also include

internet advertising as well as inserts.



Andrew Bennett, advertising and web campaigns director at Lotus UK,

said: ’By applying language from the Superman character, such as ’I can

move at the speed of light’, the campaign conveys the empowerment users

will experience when taking advantage of the new Lotus technology. This

approach is sympathetic to the growing pressure of the networked world

and the expansion of e-business that companies face today.’



Lotus Notes allows users to communicate using groupware. Domino Release

5 acts like a browser, making it easier to retrieve and send information

to and from the net.



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