Objective: Build awareness that Intergraph Computer Systems is the leader in PC platform video "toaster" production hardware.

Strategy: Use video imagery that identifies with the end users.

Results: Borrowed interest from "pop-up video" helped position the product in a unique and memorable way. Each piece of "toast" had a video mapped to its surface, which built credibility with the user market. Within 2 years, Intergraph Computer Systems was the leader in PC hardware for the animation market.