Bates Dorland has unveiled its latest campaign for Compaq, which takes
the unusual step of attacking the computer client’s cheaper rivals.
The campaign, which carries the intriguing line, ‘Compaq costs you less
than cheaper computers’, will run in three phases. The concept it is
trying to convey is that Compaq computers may be more expensive than
their competitors when you first buy them, but that in the long run they
are cheaper - once you take into consideration the running costs and
There will be 12 executions in the campaign overall. But in phase one,
which kicks off this week, there are five.
A double-page press ad, which breaks in quality national newspapers next
Monday, features a scene from Oxford Circus, where all the words on the
original photograph have been retouched and replaced with the campaign’s
There is also a 96-sheet poster featuring 38 people holding sparklers
spelling out the strapline.
Phase two explains why Compaq costs you less and phase three will
concentrate on showcasing Compaq innovations and how they can save you
money. There is also a Website to back-up the work.
Richard Russell, creative director at Bates Dorland, said: ‘We’re
targeting the business and IT managers as they have to put up with
complaints about other machines, and also the finance managers as
they’re the ones who ask questions about cost.’
The campaign was created by Russell and Carl Le Blond. The photograph of
Oxford Circus was taken by Russell Porcas, and retouching was done by