Computer Associates launches `Total Protection` marketing campaign targeting EMEA SMBs

Computer Associates International, Inc (CA) today announced details of its `Total Protection` integrated advertising and marketing campaign aimed at the small and medium-sized business (SMB) sector.

The EUR3.5 million campaign will support CA`s growth plan for the SMB market and the expansion of its business in Europe, the Middle East and Africa (EMEA).

The new campaign is scheduled to appear in Belgium, Denmark, France, Germany, Italy, the Netherlands, Norway, Spain, Switzerland and the UK from Monday, 18 October and will run for six months. Its estimated reach will be approximately 11.5 million SMBs. The campaign will comprise print and online advertising in leading IT and business publications in each of the 10 countries. A direct mail campaign will follow.

"Our significant investment in a dedicated marketing campaign reflects how central the SMB market is to CA`s overall growth strategy," said Hayley Tabor, CA`s senior vice-president and general manager, EMEA. "We have been working closely with companies in the SMB sector for many years, providing key products such as ARCserve Backup. Now we are building on that platform by conveying that, unlike any other vendor, CA offers `Total Protection` of an SMB`s IT environment through our portfolio of `best-in-class` management software solutions."

The campaign strap-line reads, "Total protection for the small and medium business - because you`ve got enough on your mind" and depicts the thoughts and worries that run through the typical business executive`s mind each day. With executives portrayed against different backdrops relevant to their particular line of business, the campaign has the advantage of appealing to any number of different vertical markets.

CA plans to differentiate itself against single product suppliers and large IT systems vendors by providing a `one-stop shop` for best-in-class anti-virus, backup, anti-spyware and desktop migration. CA`s proposition to SMBs is its depth and breadth of software solutions that work together seamlessly and deliver total protection. The product portfolio includes BrightStor ARCserve Backup, eTrust Antivirus, Unicenter Desktop DNA and eTrust PestPatrol - all of the elements SMBs need to protect their IT investments.

"To succeed in the challenging goal of communicating effectively with such a diverse sector in terms of industry, sophistication of technology and IT purchasing, we were intent on conveying that CA understands the IT issues common to all these businesses," explained Neil Warrior, CA`s vice-president, marketing, EMEA. "With this in mind, we wanted to convey a simple and effective message that would resonate well with SMBs as well as drive greater awareness of CA. `Total protection` does just that and reassures SMBs that CA is focused on safeguarding their critical business assets with a straightforward solution."

The marketing campaign was devised with the assistance of Young & Rubicam whose client roster includes major global brands such as Colgate-Palmolive, Accenture and ChevronTexaco. Bob Heron, Young & Rubicam`s creative director in Geneva, is overseeing the development of the programme.

CA plans to expand its $1 billion annual EMEA revenues faster than the overall market by implementing a three-pronged growth strategy. In addition to its marketing campaign focused on the SMB market, the strategy calls for deeper penetration of selected emerging markets such as the Middle East and Central and Eastern Europe and increased business with original equipment manufacturers (OEMs).