Acorn Launches Major Ad Campaign 

Acorn Computers Ltd has launched a high profile advertising campaign 
to reinforce its assault on the Consumer market. 

Following the successful launch of its new 32-bit Archimedes computer 
range in the summer, Acorn's advertising is aimed specifically at the 
home Consumer market. The ads, which were created by Primary Contact - 
a division of Ogilvy and Mather, will appear nationwide on both 
television and in the press targetted at a dual audience of parents 
and their children.  The ads recognise the different aspirations  of 
the two audiences - children by their nature are more interested in 
the leisure side of computing whereas their parents may be more 
inclined to appreciate the educational aspects - and employ humour to 
convey a serious message.       

The TV advertisement fulfils this dichotomy by using an innovative 
split-screen technique with a father and son talking simultaneously 
from their own perspectives. The father emphasises the fact that nine 
out every ten schools in the UK use Acorn's computers and that they 
are powerful, versatile and practical. To this end he quotes examples 
such as publishing, word processing, music and graphics programs as 
examples of potential applications.  The son, on the other hand, talks 
exclusively about the games, simulations and other leisure  activities 
that a powerful 32-bit RISC computer can deliver. 

Commenting on initial reactions,  Acorn's General Sales Manager, Terry 
Shurwood said "The lively presentation of the advert has generated a 
positive response - and even laughter and applause - from one of our 
most critical audiences: our own dealers." 

The press advertisement sympathises with the family conflicts that are 
bound to arise in the run up to Christmas. The kids all want the 
latest in games machines whilst their parents question their long term 
benefit and the on-going costs of running them. The ad sympathises 
with this apparent conflict of interest, but then gives the solution 
that buying Acorn machines offers the best of both worlds. 

The TV campaign started on Tuesday 10th November and will be used 
extensively in the run-up to Christmas. It will appear on TVam, Sky, 
Channel 4 and a number of ITV regions. The press ads have already made 
appearances (Mail on Sunday, 8.11.92; and Daily Telegraph 10.11.92) 
and will continue to back up the TV campaign covering a comprehensive 
range of broadsheets, tabloids and magazine such as Radio Times. 

The ads feature freephone numbers and coupons inviting potential 
customers to send off for more information and a demonstration disk. 
All enquiries are then allocated to specialist dealers on an exclusive 
basis for local follow-up. 

ENDS Further information from Simon Lovesey on 0223 254254 

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