Compaq has taken over Waterloo International station to launch its
Aero handheld computer with a campaign created by Claydon Heeley Jones
Aero is the first to include a wireless application protocol browser
which can be used with a standard non-WAP-enabled mobile phone.
The activity will take place in the departures concourse of the Eurostar
terminal. Media consists of 24-sheet backlit posters, a giant eight
metre-high backdrop banner, a five square metre floor ad placed in front
of the check-in gates - through which all traffic to the Eurostar passes
- and a stand with demo pods. Directional floor ads also guide people to
The creative executions push the e-mail and internet capabilities of the
Aero and carry messages such as ’Anywherenet’ and ’Everywhere-mail’. The
work was designed to communicate the portability and styling of the
product, combined with the fact that people can e-mail and surf the net
’We felt it was important to show that you don’t need a flash,
WAP-enabled phone to read your e-mails and access the internet,’ Peter
Rankin, the group account director for Compaq at CHJM, said.
Waterloo International was chosen as the prime location to target
business users on the move, and Eurostar’s image was seen to complement
the product and its strategy.
Robert Keane, the corporate product marketing manager of Compaq, said:
’Compaq’s core strategy is everything to the internet. This demonstrates
our leadership in making business information access anytime, anywhere,
The campaign was written by Ashling Geh and the art director was Suzanne
Botha. Media planning and buying is by OMD UK.