The technology brand will roll out its first global campaign based around its “Life’s Good’ strapline. UK marketing director Andrew Warner, who was appointed to role in June, is rolling out the new brand strategy.

The brand will kick start the campaign, created by Y&R, BBH and Publicis Modem, with radio, TV and press ads, followed by digital activity.

Press ads will be rolled out in newspapers, including Metro and London Lite. Online activity will include a microsite to interact with consumer using playful work and imagery about how life is good.

The creative is based around why life is good and looks at the philosophy behind the strapline, in a bid to build consumer relationship lifestyle and brand experience.

Warner comments: “We want to stand out as a brand and communicate what is tangible and relevant. We are looking at how to improve retention and acquisition and will be focusing on more retention activity in the future, as well as continue to invest heavily in online and digital.”

Mad.co.uk 20.11.08