Quantum's New Ad Campaign From Butler, Shine, Stern & Partners Illustrates Competitive Advantages of DLTTape Drives

Quantum's New Ad Campaign From Butler, Shine, Stern & Partners Illustrates Competitive Advantages of DLTTape Drives

SAN JOSE, Calif., Dec. 7 /PRNewswire/ -- In an effort to increase market visibility and brand awareness for its DLT(R) Technology, Quantum's Storage Devices Business Unit recently launched a new integrated communications campaign called "TESTED BETTER." The campaign, conceived by the Sausalito, CA-based advertising firm of Butler, Shine, Stern and Partners (BSSP), includes print advertising for the new SDLT 600 tape drive and online advertising for the DLT(R) VS160 drive. The campaign is supported by a graphic redesign of the DLTtape.com technology website. The campaign is targeted at information technology managers in companies with more than 500 employees and takes a first-ever competitive messaging position.

The "TESTED BETTER" ads combine competitive comparison messaging with creative imagery -- first grabbing the reader's attention with an unexpected photo of tape cartridges competing in completely unlikely tests and environments such as finding cheese in a maze, and a "taste test." The ads then deliver hard-hitting, competitively-focused messages about capacity and compliance, which are of optimal importance to Quantum's target market.

With an approach similar to that of the "Intel Inside" campaign by Intel and PC manufacturers, "TESTED BETTER" seeks to maintain brand awareness for DLT Technology and drive end-user preference for the DLT brand as a technology "ingredient" in libraries and servers sold under a variety of brands. These include Quantum, ADIC, Dell, HP, IBM, Overland Storage, Sun and StorageTek.

"The TESTED BETTER campaign combines unexpected visual humor with hard-hitting competitive messaging," said Jackie Finch, director of marketing communications, Quantum Storage Devices Business Unit. "This unique combination has given us the ability to easily and effectively extend the creative throughout our entire marketing mix -- from the website, to our collateral materials and even our tradeshow presence."

The print ads are currently running in industry trade journals like InfoWorld, Storage and Network World, and corporate publications including HP World, Dell Power Solutions and IBM Total Storage Magazine. The ads will run through the end of the fiscal year and are expected to deliver 35 million impressions for the DLT brand.

"I believed it was time for DLT to take a more hard-hitting stance against its competition," said John Butler, creative director at BSSP. "We wanted this campaign to creatively break through the usual clutter in the storage advertising space and I believe we succeeded in doing just that. The campaign is fun, extendable and relevant."

The online banners of the "TESTED BETTER" campaign are running on industry websites like www.computerworld.com, www.eweek.com, www.infoworld.com and www.searchstorage.com. These banner ads include unique landing pages that will track user click-through and deliver potential customers to the DLT VS160 product page on DLTtape.com.

In addition to the ads, DLTtape.com, which serves as an independent site to educate users on the benefits of DLT Technology, has also been redesigned to integrate with the new "TESTED BETTER" campaign messaging. DLTtape.com serves as a reference site where, once educated, a site visitor can easily link to many of the brands where DLT technology can be purchased.

About Butler, Shine, Stern & Partners

Butler, Shine, Stern & Partners is a full service marketing communications agency based in Sausalito, California. The agency provides services in advertising, online, design and brand consulting through its four divisions, Butler Shine & Stern, SF Interactive, BSS Design and Influx Strategic Consulting. One of the largest independent agencies on the West Coast, BSSP is recognized for its ability to provide highly creative, fully accountable marketing solutions to a broad array of marketers including Apple Computer, Converse, JanSport, LucasArts, Diageo Chateau & Estates, Noah's Bagels, Einstein Bros., Men's Health, Rodale Publishing, Health Net, TIAA-CREF, Quantum, and Weider Nutritional Products. For more information about Butler, Shine, Stern & Partners, please visit http://www.bssp.com/ .

Contact: Toni Lee 203-761-1292


Source: Butler, Shine, Stern & Partners

CONTACT: Toni Lee of Butler, Shine, Stern & Partners, +1-203-761-1292

Web site: http://www.bssp.com/


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