Wolfram Research Initiates New "World" Marketing Campaign
August 2, 2000--Mathematica is "The Way the World Calculates."
message in Wolfram Research's latest marketing campaign. As part of a new
initiative to demonstrate the increasing global popularity and usage of
its flagship technical computing system, Wolfram Research has developed
a promotional platform that depicts some of the many applications of
Mathematica all over the world.
The central image used throughout the campaign is that of a
Mathematica-transposed globe, with pointers to various major world
and remote locations where Mathematica is being used to do
technical typesetting to financial analysis to scientific and educational
simulations and modeling. "We want to explain to potential users that
Mathematica isn't just for eggheads, as many believe, but for
everyone involved in technical calculations," says Conrad Wolfram, Director of
Strategic and International Development for Wolfram Research.
When it was first released in 1988, Mathematica rapidly became the
computing software of choice for expert scientists and researchers, even though
it was considered too advanced for everyday professionals and students.
However, over the past decade or so, Wolfram Research developers have
added a friendly user interface, extensive typesetting capabilities, and
incredible speed, making Mathematica an ideal tool for performing,
displaying, and sharing any level of calculations. "We want to encourage
people who probably know the name but think it's 'not for them'--because
of what they've heard or because they tried an earlier version--to look
again," says Wolfram.
It is this integrated approach to Mathematica that Wolfram Research
is hoping to replicate with the "World" campaign. Wolfram Research plans to
communicate the "Mathematica: The Way the World Calculates" message both
by using it in a print campaign in all of its international markets and by tying it
in to different solutions
on its web site.
"Because of the incredibly
disparate ways in which our customers are using Mathematica, we
striking image that would provide a common thread for conveying all of
real-world applications of our software," says Lars Hohmuth, Manager of
Strategic Marketing for Wolfram Research.
The "World" campaign launches this month with print placements in
Nature, IEEE Spectrum, and a variety of other technical and scientific