Gateway, Inc.: People Rule campaign
Ed DingerOVERVIEW
In August 2000, in the midst of a collapse of the global personal-computer market, direct marketer Gateway, Inc., launched the "People Rule" branding campaign. Developed by New York advertising agency McCann-Erickson Worldwide, the campaign was built on the premise that average consumers were not getting the most out of their computers and would welcome more support from a PC maker.
"People Rule" extended beyond television, radio, and prints advertising. It also included free help at Gateway Country stores in the form of weekly "Ask-a-Tech" sessions and clinics that taught the rudiments of...