• by Aaron Baar , December 1, 2009

Long known for its data storage capabilities, Memorex is pushing its consumer electronics products (with a heavy emphasis on its iPod docking stations) this holiday season.

The Internet-heavy campaign, developed by agency Olson in Minneapolis, specifically targets moms who are looking for ways to keep their families connected in a world of sometimes isolating personal electronics, says Jessica Walton, global brand manager for Memorex. The ads stress the family togetherness that can come from sharing music with headlines such as, "Make it a wePod," and "Bring music to your family's life, not just their ears." Rich media banners feature family members dancing together to unheard music.

"It's saying, 'Let's get the earbuds out of kids' ears and the iPods in the docking stations," Walton tells Marketing Daily of the campaign, which stresses what Memorex is calling "weTime."

The theater ad -- in markets such as Chicago, Minneapolis, Portland, Ore., and Bentonville, Ark. -- is intended to reach moms as they are taking a respite from holiday shopping with their kids, Walton says. "We're trying to reach her where she is right now, and we're doing interesting and creative things to talk to her," she says.

The Internet ads will run on Web networks with female appeal such as Yahoo, Blogher and Disney. As a major distributor of Memorex products, the company is also running ads on BestBuy.com, Walton says. In addition, the company is offering a promotion with Rhapsody.com, offering a free 10-song playlist that stresses the together time.

While Memorex markets several consumer electronics -- from TVs and DVD players to an HD-camcorder -- the focus this year is on the iPod docking stations, owing to the company's audiotape history, where people created their own song mixes to share with others.

"People have a musical connection to Memorex. Even though it was years ago, at its roots were sharing and experiencing music," says Kevin DiLorenzo, president of Olson. "These devices are all about sharing again. When you create that cool playlist, these are all about sharing it."