LEXMARK's NEW TV AD ,THE INK MONSTER (LIVE VIDEO)

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LEXMARK's NEW TV AD ,THE INK MONSTER (LIVE VIDEO)

 user 2010-04-26 at 11:03:57 am Views: 60
  • #23647

    http://www.kentucky.com/2010/04/26/1239618/cute-lexmark-ad-campaign-praised.html
    LEXMARK’s NEW TV AD ,THE INK MONSTER
    CLICK IN THIS LINK TO SEE VIDEO
    http://www.youtube.com/watch?v=ugV6ACiyNjk

    LATEST YOUTUBE LEXMARK NEWS
    CLICK IN THIS LINK TO SEE VIDEO
    http://www.youtube.com/lexmarknews

    This week, Lexmark International will wrap up an extensive
    marketing campaign that has attracted attention and acclaim for a cute
    approach to ink costs.The campaign features “ink monsters,” aggressive
    little buggers made of dripping ink who like to reach into purses and
    steal money. The ads, appearing on television and online, promote
    Lexmark’s newest inkjet printers, which feature a $4.99 ink cartridge
    that prints 500 pages.In an industry that typically has “bland
    advertising,” Lexmark was aiming for a cute message that “when we went
    on air, we would immediately hit home,” said Jose Chacon, director of
    North America marketing for Lexmark’s inkjet division.The company’s
    campaign came out of research that shows that “the No. 1 pain point for
    small businesses who use a lot of ink is the cost of that ink,”
    spokeswoman Kathy Hillyard said. The $4.99 cartridge that is advertised
    can be used in Lexmark’s new Platinum, Pinnacle and Prestige
    touch-screen all-in-one inkjets, which are aimed at small businesses and
    home office users, and other high-use customers.

    Chacon said the
    company came up with three campaign concepts, and the ink monsters “was
    the one that had an emotional reaction to it.”Charles LeCompte,
    president of industry tracker Lyra Research, said he thinks the ad
    campaign, which ends May 1, has been effective.”People love it,” he
    said. “You don’t see many interesting printer-industry campaigns.”

    LeCompte
    said one area of concern, though, is that the $4.99 cartridges are
    available only on three high-end models.”I think if they really want it
    to be effective, they may have to expand the ink availability to other
    models downstream,” he said. “I bet they’re pretty reluctant to, though,
    because there’s obviously a profitability issue if they do.”The
    campaign has included 15-second and 30-second television ads, primarily
    on cable, including CNN, Fox News, History and the USA Network. The ads
    have appeared to a lesser extent on the major networks, including time
    during the NCAA basketball tournament on CBS. The campaign, which is
    only in the United States, also features ads on the Web sites of
    publications including PC World, PC Magazine and CNET.The company
    declined to disclose the overall marketing costs of the campaign.