[First published
01 November 1999]
Ericsson has gone to the movies with four films about AXE. Something to hire from the video store on a Saturday evening? Not exactly. But definitely worth checking out on the Internet.
Produced by Maria Hofberg and Tom Walsh, "AXE: the films" were designed to make customers and Internet surfers more aware of AXE switches and of Ericsson as an innovative company."With these films we want to create a shift in perception of AXE and associate it with the Internet medium. We also want to show that we are
leading the industry in terms of putting applications out on the Internet," says Maria Hofberg.
The core message of the films is that AXE is open for communication. "AXE is the world's favorite switch and is selling better than ever. AXE has been open to change over the last 20 years, crossing all voice and mobile standards. Ericsson is the only company that has this power and versatility in terms of a switching platform," says Maria Hofberg.
The film campaign is part of a broader effort to expand Internet advertising and reach a wider buying community. In addition to this, Wireline Systems has "bought switching" at AltaVista for the remainder of this year. "Every person that enters the word "switching" in AltaVista will see our banner with a link to our campaign site."
The four animated films are made in the Japanese Manga style and bear the dramatic titles of: Pushing the Limit, Money Talks, Freedom of Speech and Choice without Compromise. "Manga is new, trendy and hot on the Internet right now," says Maria Hofberg, adding that this is the first time commercials of this nature have been released on the Internet by the telecoms industry.
Hofberg says that reaction to the films has been mainly positive.
CARI SIMMONS
Read more about the AXE films at:
http://www.ericsson.com/switching/axethefilms/
