ACCPAC Uses Humor In New Multi-Million Dollar Print And Direct Marketing Ad Campaign – Brief Article
End-to-end software solution provider ACCPAC, Pleasanton, Calif., last month kicked off an estimated $4 million dollar international print and direct marketing ad campaign designed to make fun of its better-known rivals.
Doremus, San Francisco, ACCPAC’s ad agency of record, created the campaign, which uses tongue-in-check humor to poke fun at ACCPAC’s rivals while stressing how easy it is to use ACCPAC’s products.
The first ads show how ACCPAC rivals Siebel Systems and SAP complicate simple activities, such as eating a pizza or pouring a glass of milk. The ads contrast those approaches to ACCPAC’s simple, straightforward solutions to the same situations.
Print ads launched in late September in such U.S. and Canadian publications as CPA Software, Information Week, CRN, CFO, Selling Power, Accounting Technology, CRM, and 1 to 1 Magazine.
In addition to the print ads, ACCPAC is also supporting the campaign with a direct marketing e-mail campaign that targets IT decision makers at leading companies and asks them to check out the ACCPAC Web site, where they can learn more about its products.
“This campaign puts the focus squarely on the key values that ACCPAC embraces and invites readers to compare us directly to companies like SAP and Siebel,” said Susan Sheridan, ACCPAC’s senior vice president of marketing.
Both the print and direct marketing efforts will run for a full year. New print executions will debut periodically throughout the year taking humorous jabs at other ACCPAC rivals.
ACCPAC can be contacted at 925-931-7048
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