Compaq colonises Eurostar’s terminal to launch computer

Compaq has taken over Waterloo International station to launch its Aero handheld computer with a campaign created by Claydon Heeley Jones Mason.

Compaq has taken over Waterloo International station to launch its

Aero handheld computer with a campaign created by Claydon Heeley Jones

Mason.



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 stand.



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

anywhere.



’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,

a reality.’



The campaign was written by Ashling Geh and the art director was Suzanne

Botha. Media planning and buying is by OMD UK.