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
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
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.