June 9th 2004

HUMAX USA, Inc. Touts 'Easy Digital' in its First Ad Campaign

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Humax USA unveils its first national print advertising campaign this month to prepare for its July introduction of advanced digital video recorders (DVRs) with TiVo® and its September introduction of DVD Recorders with TiVo®. Sigma Group is the full-service advertising agency that created the ads.

Humax USA, Inc., an international leader of digital satellite set-top manufacturing, unveils its first national print advertising campaign this month to prepare for its July introduction of advanced digital video recorders (DVRs) with TiVo® and its September introduction of DVD Recorders with TiVo®.

According to Tony Goncalves, sales and marketing vice president, Humax USA, Sigma Group is the full-service advertising agency that created two trade and one consumer print ad for the launch. Web banners, email blasts, direct mail and sales collateral pieces will support all three ads. “We challenged Sigma to convey the Humax ‘Easy Digital’ philosophy—that it is a company with innovative technology that is approachable and understandable to the consumer—while assuring the trade that Humax DVRs and DVD Recorders will help generate sales, not returns,” said Goncalves.

The two trade ads target mass market electronics retailers. The first ad features the full-line of Humax with TiVo® products that gives the customer a wider range of choice, and allows Humax to emerge as the brand that has its customers covered. The second trade ad puts across the message that consumers will love how easy to use Humax products with TiVo® are and as a result, returns to the trade will be at a minimum. They will run in both print and online editions of TWICE and Dealerscope, beginning this month.

The consumer ad, scheduled for release in October, targets home entertainment enthusiasts, road warriors and sports enthusiasts. It expresses the message that the last thing any consumer wants to do is fool around with a complicated DVD Recorder. It should be a no-brainer to use, and Humax offers a DVD Recorder that couldn’t be easier. This ad is slated for such publications as Sound & Vision and Home Theater, as well as in-flight and sports publications such as American Way and the 2005 Super Bowl Guide.

According to Bob Santangelo, executive creative director at Sigma Group, each of the three ads possess clean, streamlined layouts that deliver a powerful message that’s up close and personal.

The Humax Easy Digital™ brand was officially launched at the 2004 Consumer Electronics Show. Humax USA can be found on the web at http://www.humaxusa.com.