Four New Spots to Run 58 Times Over 17 Days
The First New Ad to Debut During Opening Ceremonies
PLANO, Texas, Feb. 8 /PRNewswire-FirstCall/ -- EDS (NYSE: EDS) today
announced its new advertising campaign will debut Friday, February 8, during
the Winter Olympics Opening Ceremonies. The new campaign builds on the
success of EDS Super Bowl Advertising but marks a change in strategy to move
audiences beyond brand awareness toward a greater understanding of EDS'
business solutions.
"Our 2002 strategy takes us to the next level of dialogue with our
audience. We spent the last few years building brand awareness and telling
the world who EDS is," says Don Uzzi, senior vice president Global
Advertising, Marketing and Communications. "This campaign takes that same
voice and personality and provides specifics on the superior value EDS offers
clients." The campaign showcases three EDS solutions organizations need in
the current economic environment: IT outsourcing, customer relationship
management and information security.
The Olympics
The Winter Olympics provide a unique format to communicate longer, more
detailed messages, positioning EDS as the global company delivering the
mission critical solutions organizations need in the current economic
environment.
The media buy includes more than 50 30-second spots, ensuring an impactful
presence across the 17 days of the Games. Ads are scheduled to run in high-
profile events like ice hockey and figure skating on NBC, and during Olympics-
related programming on MSNBC. The campaign will continue to run on cable,
including CNBC, CNN and TechTV.
The Winter Olympics provide EDS with the opportunity to constantly be
surprising. EDS wants to lead, and this change of venue will help extend
media focus, energize employees, and deliver new business opportunities. The
Winter Olympics are the perfect venue for a big launch of a campaign that will
run beyond the Games.
The Creative
The four new ads build on EDS' success at the Super Bowl. The creative
uses the same voice and personality to give people more specifics on key
service offerings.
"This work tells a more specific story about why EDS is an important
partner for business," said David Lubars, president and executive creative
director at Fallon Minneapolis. "The campaign sells EDS attributes while
maintaining the brand personality and humor people look for in our
communications."
The following is a synopsis of the four new ads:
Manhattan -- This ad focuses on EDS' IT outsourcing solutions and features
two young professionals recruiting people off the street to fill their IT
department before two executives from their company show up.
Wiggins -- In this spot, again highlighting EDS' IT outsourcing solutions,
two executives are riding in the elevator discussing the fact that their
entire IT department has won the lottery.
Suki -- This ad, illustrating EDS' security solutions, takes place in an
auto assembly line where the robotic arms have gone out of control and are
writing "Suki" on all the cars. It's mayhem and no one knows what's going on.
It then cuts to a Japanese family's room, where a young girl named Suki is
seated at a computer.
Paris -- This spot is a parody of a love story that highlights EDS'
customer relationship management solutions.
About EDS
EDS, the leading global services company, provides strategy,
implementation and hosting for clients managing the business and technology
complexities of the digital economy. EDS brings together the world's best
technologies to address critical client business imperatives. It helps
clients eliminate boundaries, collaborate in new ways, establish their
customers' trust and continuously seek improvement. EDS, with its management-
consulting subsidiary, A.T. Kearney, serves the world's leading companies and
governments in 58 countries. EDS reported revenues of $21.5 billion in 2001.
The company's stock is traded on the New York Stock Exchange and the London
Stock Exchange. Learn more at http://www.eds.com .
About Fallon
Fallon Minneapolis is a division of Fallon Worldwide, a global network of
Publicis Groupe, based in Paris. With billings of $700 million, Fallon
Minneapolis' clients include, among others: BMW of North America, Citibank,
EDS, Gulfstream Aerospace Corp., Holiday Inn, International Truck and Engine
Corp., Lee Jeans, Nestle Purina PetCare, Nikon, Nordstrom, Nuveen Investments,
PBS, Timex, and United Airlines. Fallon Worldwide is one of the world's most
critically acclaimed creativity companies, delivering innovative strategic
business solutions for some of the world's leading brands. Additional
information can be found at http://www.fallon.com .
CONTACT:
Kristin Dobrowolski
972-605-0480
kristin.dobrowolski@eds.com
SOURCE Electronic Data Systems Corporation
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Related links:
http://www.fallon.com
http://www.eds.com
Photo Notes:
NewsCom:
http://www.newscom.com/cgi-bin/prnh/20011004/EDSLOGO-b
AP Archive: http://photoarchive.ap.org
PRN Photo Desk, +1-888-776-6555 or +1-212-782-2840
CONTACT:
Kristin Dobrowolski of Electronic Data
Systems Corporation, +1-972-605-0480, or
kristin.dobrowolski@eds.com
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