Hull Creative Group

Hull Creative Group Promotes Software Concern
Boston Boutique Launches Campaign for Kada Systems
by Lisa van der Pool

BOSTON May 28, 200 – Hull Creative Group is preparing to break a print campaign supporting the first product launch from startup Kada Systems.

The Boston shop was retained by Kada around the time of the client’s formation last year. Hull Creative is charged with promoting the company’s flagship product, Kada Mobile VM. The software allows business users to download Web-based information on various handheld devices.

“[The campaign] is our introduction to the marketplace,” said Jim Acquaviva, CEO of Burlington, MA-based Kada. “We wanted something that was high-impact and would stick.”

The campaign is tagged, “Put your Java applications in motion.”

One print ad shows a train speeding by in a blur of green color. Copy reads, “Introducing Kada Mobile, VM – small, fast, complete. In the world of mobile business applications, size matters, speed thrills and completeness is essential. Now there is a new platfom for deploying Java applications designed specifically to address your mobile business needs.”

Print work breaks in the June issues of Java Developers’ Journal and Wireless Business & Technology for a six-month flight. Kada handled media-buying chores in-house.

The effort also includes direct-mail pieces, collateral materials and graphic design elements.

Hull Creative earlier fashioned an introductory campaign for the client using the slogan, “Introducing you to a smaller world.” That effort consisted of direct mail and collateral, but no media advertising. The seven-person shop focuses primarily on technology-based businesses.

The Hull Creative Group was formed in 1985 and does mix mainstream assignments with its technology clients. The shop has recently also complete work for LavaStorm, MRO Software, PSDI, StudentCity.com, the National Park Service and Houghton Mifflin.