Internet & Telecom

The Future. Now Available.

The financial viability of America Online as a company was being severely challenged in the summer of 1996. To ease shareholder unrest, the President of AOL promised 10 million subscribers within the coming year. The advertising agency, charged with creating a message strong enough to get the people on board, chose to emphasize the futuristic, yet "everyday" aspects of using AOL in your home. To emphasize the fun, and non-threatening use of technology, music from a popular children's cartoon was used. Consumer response to the advertising effort was so overwhelming, it crashed AOL's system, and had to be pulled until AOL could put in place the infrastructure to handle the increased consumer demand.

Brand: America Online
Client: America Online
Agency: TBWA\Chiat\Day New York
Language: English

Forget the Code

Brand: BellSouth Telecommunications
Client: BellSouth Corporation
Agency: Merkley Newman Harty
Language: English

Wired? Yeah, you're wired.

Faced with the prospect of signifigant loses to its core Business of residential phone services, Bell Atlantic desperately needed to shore up its residential customer base prior to the advent of local competioton allowed for by the 1996 Telecommunications Act. Bell Atlantic's challenge was to motivate consumers to purchase as many products and services as possible in order to get them wired onto the Bell Atlantic Network and build an "electronic moat" around consumers. Caller ID represented the best opportunity for success, but previous efforts based upon a limiting anti-harassment tool positioning had ceased reaping any benefits to the brand, New advertising based on a broader positioning for caller ID has successfully reinvigorated the product, resulting in higher awareness, increased penetration, and improved Bell Atlantic brand attribution.

Brand: Bell Atlantic Caller ID
Client: Bell Atlantic Corporation
Agency: Saatchi & Saatchi
Language: English