• Ad Age, Tuesday, November 7, 2006 11 AM

After years of focusing on direct marketing, Gateway is launching a new mass-market campaign--"Ask, Listen and Deliver"--to appeal to consumers as they start their holiday purchasing. The No. 3 seller of PCs in the U.S.,] behind Dell and Hewlett Packard, returns to print with a four-page spread in PC magazine. It has also launched work on DRTV and begun TV brand advertising.

At the heart of the new effort is a fact-finding mission. Gateway personnel have hit the road in six Chevrolet Suburbans painted with the company's cow-spots to find out what consumers want out of their PCs. Each interview is recorded digitally in black and white for a documentary-like feeling and uploaded onto a microsite, www.AskandDeliver.com.

"This is a multimillion-dollar campaign, which also represents Gateway's most significant integrated marketing campaign in the last three years," says Bart Brown, Gateway's senior vice president-marketing.

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