From: bsalter@acorn.co.uk
Newsgroups: comp.sys.acorn.announce
Subject: Acorn Press Release (Major Ad. Campaign)
Date: 10 Nov 92 16:04:47 GMT
Followup-To: comp.sys.acorn
Organization: Acorn Computers Ltd, Cambridge, England

Acorn Launches Major Ad Campaign


Acorn Computers Ltd has launched a high profile advertising campaign
to reinforce its assault on the Consumer market. 

Following the successful launch of its new 32-bit Archimedes computer
range in the summer, Acorn's advertising is aimed specifically at the
home Consumer market. The ads, which were created by Primary Contact -
a division of Ogilvy and Mather, will appear nationwide on both
television and in the press targetted at a dual audience of parents
and their children.  The ads recognise the different aspirations  of
the two audiences - children by their nature are more interested in
the leisure side of computing whereas their parents may be more
inclined to appreciate the educational aspects - and employ humour to
convey a serious message.	

The TV advertisement fulfils this dichotomy by using an innovative
split-screen technique with a father and son talking simultaneously
from their own perspectives. The father emphasises the fact that nine
out every ten schools in the UK use Acorn's computers and that they
are powerful, versatile and practical. To this end he quotes examples
such as publishing, word processing, music and graphics programs as
examples of potential applications.  The son, on the other hand, talks
exclusively about the games, simulations and other leisure  activities
that a powerful 32-bit RISC computer can deliver.

Commenting on initial reactions,  Acorn's General Sales Manager, Terry
Shurwood said "The lively presentation of the advert has generated a
positive response - and even laughter and applause - from one of our
most critical audiences: our own dealers." 

The press advertisement sympathises with the family conflicts that are
bound to arise in the run up to Christmas. The kids all want the
latest in games machines whilst their parents question their long term
benefit and the on-going costs of running them. The ad sympathises
with this apparent conflict of interest, but then gives the solution
that buying Acorn machines offers the best of both worlds. 

The TV campaign started on Tuesday 10th November and will be used
extensively in the run-up to Christmas. It will appear on TVam, Sky,
Channel 4 and a number of ITV regions. The press ads have already made
appearances (Mail on Sunday, 8.11.92; and Daily Telegraph 10.11.92)
and will continue to back up the TV campaign covering a comprehensive
range of broadsheets, tabloids and magazine such as Radio Times.

The ads feature freephone numbers and coupons inviting potential
customers to send off for more information and a demonstration disk. 
All enquiries are then allocated to specialist dealers on an exclusive
basis for local follow-up. 

ENDS Further information from Simon Lovesey on 0223 254254

_______________________________________________________________________________

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