Sun Launches New Global Brand Campaign.MOUNTAIN VIEW, Calif.--(BUSINESS WIRE)--May 22, 1995--Meet "Network," the 135 lb. Greater Swiss Mountain dog Greater Swiss mountain dog similar to the Bernese mountain dog, but larger, weighing approximately 130 lb. , who is the centerpiece of a multi-million dollar global brand ad campaign that debuts in the U.S. the week of May 22. The "Network" campaign was created when Sun Microsystems Sun Microsystems, Inc. (NASDAQ: JAVA[3]) is an American vendor of computers, computer components, computer software, and information-technology services, founded on 24 February 1982. challenged its advertising agency, J. Walter Thompson/West (San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden ), to increase awareness of the company as the leader in network computing Storing and/or running applications in servers in a network. See cloud computing and network computer. . While Sun is best known as the No. 1 worldwide provider of UNIX UNIX Operating system for digital computers, developed by Ken Thompson of Bell Laboratories in 1969. It was initially designed for a single user (the name was a pun on the earlier operating system Multics). (R) workstations and servers, it also leads the UNIX market in key areas essential to managing enterprise-wide global networks: operating and network management software and service/consulting. Sun simplified the complexities of network computing, while becoming synonymous with synonymous with adjective equivalent to, the same as, identical to, similar to, identified with, equal to, tantamount to, interchangeable with, one and the same as reliability and performance. These qualities, plus friendliness and power, all needed to be conveyed in the advertising. JWT JWT J. Walter Thompson (agency) JWT Java Windows Terminal JWT Just War Theory JWT Jim Wolf Technology JWT Java Workflow Tooling JWT John Wayne Trail (US Army Yakima Training Center) JWT Justified War Theory selected a specific breed of dog to lend personality to the brand and advertising, and to communicate important elements of trust, partnership, reliability and friendliness. "Sun Microsystems' new `Network' campaign positions Sun as business' best friend. It does the difficult job of talking to two diverse targets -- CEOs and MIS directors -- with very different needs and levels of understanding. Both audiences need to feel reassured that Sun has the answers to help them to compete more effectively in today's highly competitive business world," said John Geoghegan, director of client services, J. Walter Thompson/West. The campaign debuts at the kickoff of SunWorld Week, an exposition and conference devoted to Sun and other open systems technologies, May 22-26 in San Francisco. The first advertisement appears Monday, May 22, and is a teaser teaser an animal used to sexually tease but not to impregnate the members of the opposite sex. Usually males and they may be surgically prepared to ensure that they cannot mate or are not fertile. single page ad. It is immediately followed on Tuesday, May 23 by the launch ad, which features a photograph of the large, friendly dog named "Network." The headline says "His name is Network. Tell him what you want and he'll get it for you." Following the launch, a series of 10+ advertisements is planned, all with simple, clear messages that focus on the benefits of Sun's approach to network computing. Headlines include: "It's amazing how much information Network can carry" and "Network here will help you make money on the Internet." Sun is best known as the leading worldwide supplier of UNIX workstations and multiprocessing servers. But while UNIX is powerful and feature-rich, it is often perceived as intimidating and difficult to use. Sun has added value by making UNIX easy to use. By using a dog, Sun communicates the powerful, competent, yet friendly attributes of the company and its products. And by naming the dog Network, Sun communicates its legacy and expertise as a supplier of end-to-end, enterprise-wide network computing solutions, which include hardware, software and service and support that help companies easily manage and link their computer networks. Focus groups were conducted worldwide, where the brand campaign was well received. "Simple and different than other technology ads. It humanizes complex messages and the idea I got is the friendliness, that they're going to work with you to set up your network," said participants in the Los Angeles survey. With revenues in excess of $5 billion, Sun Microsystems, Inc., is a world leader in the design, manufacture and sale of open network computing See ONC. Open Network Computing - (ONC) Sun's network protocols. products and services, including workstations and servers, microprocessor and system application-specific IC design, system software, networking products, post-sales and professional services and support. The company's SPARC (Scalable Performance ARChitecture) A family of RISC CPUs from Sun that runs mostly under Sun's Solaris, but also under Linux and BSD operating systems. After development began in the mid-1980s by David Patterson of the University of California at Berkeley and Bill (R) workstations, multiprocessing servers, SPARC microprocessors, Solaris(TM) operating software and UNIX service organization each rank No. 1 in the UNIX industry. Founded in 1982, Sun is headquartered in Mountain View, Calif., and employs more than 13,000 employees in 32 offices worldwide. -0- Note to Editors: Sun, the Sun logo, Sun Microsystems, Solaris and The Network Is The Computer are trademarks or registered trademarks of Sun Microsystems, Inc. UNIX is a registered trademark in the United States and other countries, exclusively licensed through X/Open Company, Ltd. All SPARC trademarks, including the SCD ScD [L.] Scien´tiae Doc´tor (Doctor of Science). SCD 1 Sickle cell disease, see there 2 Subacute combined degeneration, see there 3 Sudden cardiac death, see there Compliant logo, are trademarks or registered trademarks of SPARC International, Inc. All other product or service names mentioned herein are trademarks of their respective owners. CONTACT: Sun Microsystems Liane li·an·a also li·ane n. Any of various climbing, woody, usually tropical vines. [Alteration of French liane, probably from lier, to bind, from Old French; see liable.] Rogers, 415/786-7677 |
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