Innovative wireless phone manufacturer Qualcomm Incorporated (NASDAQ: QCOM) today announced new brand advertising to debut during Super Bowl XXXII. As a cornerstone of its marketing efforts surrounding the Super Bowl, to be played at Qualcomm Stadium on January 25, 1998, the Company is advertising during Super Bowl programming on NBC. Qualcomm's new television commercial will air prior to game kickoff, as well as in the second half.
Qualcomm, founded and headquartered in San Diego, paid $18 million in 1997 for naming rights to Qualcomm Stadium in San Diego, making this the first Super Bowl to be held in a stadium bearing a corporate name.
"We're utilizing the most-watched network television broadcast of the year to launch our new advertising campaign and wireless phone brand," stated Jeffrey K. Belk, vice president of marketing of Qualcomm's Subscriber Products Division. "The confluence of Qualcomm Stadium hosting the game and our ability to showcase our brand during the Super Bowl broadcast enchances Qualcomm's position as the company leading the revolution in digital wireless technology."
Last summer, Qualcomm made its first foray into television advertising and quickly won creative awards from the telecommunications industry. The commercials were designed to build brand awareness and promote Qualcomm's wireless phones based on its patented CDMA digital technology. The first two dramatic, black and white spots focused on the features of Qualcomm's palm-sized Q™ phone including paging, voice mail alert, access to wireless data and Internet information, and anti-eaves dropping technology.
The new Super Bowl XXXII commercial continues to build on this theme, but on a more epic scale. In this cinematic spot, the protagonist, again in possession of his sleek Qualcomm Q phone, is in a hotel room in an unidentified country. A series of unsettling events lead him to his balcony, where he is amazed to find an entire populace apparently cheering for his phone. The creative was developed by the ad agency for Qualcomm's Subscriber Products Division, DGWB Advertising of Irvine, California.
"Qualcomm's campaign continues to distinguish them from the more traditional wireless phone manufacturers, like such as Motorola, Ericsson, and Nokia," said Mike Weisman, DGWB partner. "It's exciting to work with a client who understands the importance of bold, distinctive creative as a means to build an enduring brand identity."
Qualcomm will be following the Super Bowl with network and cable advertising throughout the month of February. The campaign includes a range of national daily print, weekly and monthly business publications, as well as selected lifestyle publications.
While the Qualcomm brand name is still gaining recognition with the general public, it is not new to telecommunications industry insiders. As the primary developer of CDMA telecommunications technology and a leading manufacturer of CDMA products and services, Qualcomm has driven the design, development and global standardization of CDMA digital wireless technology. Today, Qualcomm's CDMA technology and phone products are used by wireless service providers and consumers nationwide, and around the world.
Headquartered in San Diego, Qualcomm develops, manufactures, markets, licenses, and operates advanced communications systems and products based on its proprietary digital wireless technologies. The Company's primary product areas are CDMA wireless communications systems and products, the OmniTRACS® system (a geostationary satellite-based, mobile communications system providing two-way data and position reporting services) and, in conjunction with others, the development of the Globalstar low-earth-orbit (LEO) satellite communications system. Other Company products include the Eudora Pro electronic mail software, ASIC products, and communications equipment and systems for government and commercial customers worldwide. For more information on Qualcomm products and technologies, please visit the Company's web site at http://www.qualcomm.com or call (800) 349-4188.
# # #