AOL Pushes Narrowband With £20 Million Campaign
AOL has today announced the launch of a massive £20 million advertising campaign to push the benefits of narrowband internet access in a move which bucks the recent trend of broadband evangelism.
The wide-ranging campaign, created by Grey London, will target those customers who are new to the internet, or who are happy with their slower speed, but significantly less expensive, dial-up connections.
Dave Alberts, chairman and executive creative director at Grey London, explained how the campaign highlights individual needs and expectations of consumers. He said: “Early advertising from AOL quite rightly identified that people needed educating as to what the internet could do for them. The market has moved on enormously since then and we can now talk about the benefits of being online to a much more sophisticated audience.”
AOL will use the advertising blitz to promote the latest version of its AOL 9.0 service and will dedicate only a part of the campaign to its broadband offering, a decision which flies in the face of trends set by rivals such as Freeserve, Telewest and BT.
Earlier this month both BT and Telewest created entry level broadband services to tempt consumers away from narrowband, both companies have priced these budget packages below £20 per month and are pushing the take-up of high-speed internet access hard (see BT Launches New Cut-Price Broadband Service).
AOL was recently named as one of the UK’s strongest media brands in a survey of senior agency figures from Ocean Consulting. The company was beaten to the top spot in the New Media category by Google and Yahoo! but managed a respectable third place (see Agency Survey Reveals UK’s Strongest Media Brands).
AOL: 01268 530919 www.aol.co.uk
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