Creative Labs plans first major online campaign

Creative Labs, the Singapore-based computer accessory giant, is to spend $4m (&£2.2m) on a pan-European marketing campaign for its new X-FI soundcard and Zen MP3 player product ranges, with the bulk of the spend going online – the company’s first major online campaign.

Creative and media planning and buying are by Havas-owned Media Planning Group (MPG), and the campaign will run in 14 European countries, including the UK and France.

Online ads will appear on sites including Cnet, Gamesspot, Edge and GamesRadar, supported by radio and print ads in some markets. The advertising will target the technology, gaming and computer music communities in order to boost interest in the products.

Creative Labs Europe joint general manager Jean-Marc Dupuis says: “With our heritage in the MP3 category, we’re pushing hard as key players.”

MPG won Creative Lab’s &£3m UK account to launch Creative’s Zen MP3 player a year ago, and was then appointed to handle the pan-European business at the end of 2005.

Creative Labs is best-known for its Sound Blaster range of computer hardware, and has been a major player in the growth of multimedia entertainment.