I’m not looking to write an advert here… but perhaps generate a little publicity.
I write for T-Systems. When I tell people, they often say: Ahh, the one with the warning app and the big projects, right? Yes. But T-Systems doesn't just deliver IT for the public sector, or solutions for technology companies. It also caters to small and medium-sized enterprise – a fact which gets a little less attention. I’m not looking to write an advert here… but perhaps generate a little publicity.
One of my favorite advertising campaigns of all time is a low-key campaign from back in the day when print still had some reach. Or had it at least sometimes. The campaign was the brainchild of adman Howard Luck Gossage. It dates from the mid-1960s, and it was for Fina, a gas station chain. And it included one advertisement I particularly liked, because the tone of its message was especially friendly and relaxed. Here's the message:
“Our Motto:*
IF YOU'RE DRIVING
DOWN THE ROAD AND YOU
SEE A FINA STATION AND
IT'S ON YOUR SIDE SO YOU
DON'T HAVE TO MAKE
U-TURN THROUGH TRAFFIC AND THERE AREN'T
SIX CARS WAITING AND YOU
NEED GAS OR SOMETHING**
PLEASE STOP IN.***
*We know it isn’t very pushy as mottos go, but it’s realistic and Fina doesn’t expect you to do anything that isnt’t reasonable or convenient.
**Like oil. And 1.503 other items your car might need.
*** Meanwhile, if you’re missing a valve cap (and you probably are) and would like a pink one we will be happy to send you one free and post paid. Just fill out the coupon. If you’d also like a Fina credit card application just punt an X in the right box.
Now then: If you work for an SME that has 200 or more employees. And you've realized that your IT systems could use a little upgrade. Then I invite you to reach for your laptop or smartphone and check out the Deutsche Telekom and T-Systems websites. No, they're not giving away pink valve caps the way Gossage did. But they are offering precisely fitting "Magenta" solutions.
For example, processes supported by artificial intelligence for the production of safety valves. Or even IT systems for smart heated car seats. And much, much more. Our subsidiaries operational services and T-Systems Multimedia Solutions handle those things, by the way.
By the way, should you find yourself in great need of a valve cap – just send me an email. From wherever you happen to work. I'll rush it to you right away. In size "M," as in "Magenta." Or "medium-size companies." Please note that it'll be a valve cap for bicycle tires, not car tires – the wheels of progress have turned quite a bit since Gossage's heyday!
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