Freeserve Unveils Broadband Campaign
Freeserve is launching a multimillion-pound marketing campaign to drive uptake of its new high-speed internet access product.
The cross-media campaign, which launches tomorrow, will be led by a major new TV ad that will appear in heavy rotation across terrestrial and major satellite channels. The ad, created by M&C Saatchi, draws on the success of Freeserve’s recent “Freedom Of The Internet” campaign (see Freeserve Ads Pay Off) and features a man in a guerrilla suit waiting impatiently for a ski lift.
The TV ad, which uses the strapline “Broadband’s here, why wait?”, will be supported by extensive press and online activity as well as in-store promotions in Dixons, PC World, The Link and Curries. Freeserve has also secured sponsorship of the premier of the new Star Wars film, Attack Of The Clones, and will promote the event with branded national print and online ads.
Keith Hawkins, Freeserve’s managing director of marketing, said: “We have created a powerful mix of advertising, distribution and promotions to support our commitment to a broadband service that we truly believe will revolutionise consumer’s internet use.”
Freeserve unveiled its new high-speed internet access product, Broadband In A Box, last month. The product offers internet access at ten times the speed of standard dial-up internet services and is intended for self-installation.
The first phase of Freeserve’s “Freedom Of The Internet” campaign, which launched last November and featured a group of nudists engaging in outdoor pursuits (see Freeserve Launches Ad Campaign), achieved notoriety after it attracted a raft of complaints to the ITC with viewers claiming that the ads were “distasteful” and “offensive” (see ITC Receives Freeserve Ad Complaints).
The ISP has also announced a distribution deal with cable operator NTL, which will see Freeserve’s broadband services delivered on NTL’s next-generation cable network. According to Freeserve, the deal marks the first time a UK ISP and a cable operator have worked together in this way.
Freeserve: 0845 070 0066 www.freeserve.co.uk
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