COPY & CONCEPTS
Acer
Acer was among the first to specifically target the home computer buyer, with its Acer Aspire. Aspire was a completly reworked, decor-friendly design that was a distinct departure from the office's beige box, and the print campaign attempted to demonstrate how the Aspire fit into one's lifestyle.
It was a struggle to get Acer away from "speeds and feeds" copy (I wanted to get rid of as much of the numbers as possible, because these new and possibly computer-phobic buyers didn't know what the numbers meant anyhow), but we were somewhat successful. The copy mixes the features with targeted benefits expressed in more "real life" terms.
(Click on any of these ads to read the copy)
The campaign was based around a spread format, with each target "character" featured in his or her own spread ad.
A series of single-page ads also targeted minority and other specialty audiences.
Ads | Brochures | Direct Mail | P.O.P. |
Web | Radio | Branding | Out of Home
