NEC Launches $6 Million Integrated Campaign

NEC Computer Systems Division launched a $6 million integrated advertising campaign that will debut at the men’s NCAA basketball tournament.

The campaign includes television commercials, national newspaper advertisements, targeted direct mail, an online sweepstakes, billboards, and game summaries throughout the tournament.

The idea is to strengthen the NEC CSD corporate brand and increase awareness of NEC CSD’s products. The NCAA tournament campaign is the beginning of a comprehensive advertising campaign that will focus on the customer’s excellent ownership experience and long-term relationship with NEC CSD, the company said.

Thirty-second television ads will air throughout the tournament games, focusing on NEC CSD’s NEC Now hybrid-direct distribution, built-to-order products, UltraCare customer services, leasing plans, and lower total cost of ownership. The company will also be sponsoring billboards and game summaries.

Print advertisements in USA Today will direct readers to the NEC NOW Web site, where they can participate in a tournament-themed contest to win one of 16 Versa notebook computers. Mountainview, CA-based NEC CSD is also advertising in The Wall Street Journal, The New York Times, and Investor’s Business Daily.