Magazine article Marketing

Freeserve Repositions in [Pounds]7m TV Ads

Magazine article Marketing

Freeserve Repositions in [Pounds]7m TV Ads

Article excerpt

Freeserve this week kicks off its biggest TV campaign as part of a [pounds]7m drive to move away from its free ISP heritage to position itself as a broad-based destination on the net.

The web brand is looking to build a deeper relationship with customers in the face of competition from rivals such as NTL and Alta Vista, which offer unmetered access.

In a radical departure from the company's 'I found it on Freeserve' campaign of last year, the new TV activity features Aimee Mullins, the athlete and model who lost her legs at the age of one.

The emotive campaign emphasises the value of freedom in a celebration of her achievements.

The first 20- and 30-second executions are due to break this week on ITV, Channel 5 and satellite channels -- with a bumper 60-second spot airing during Sunday's British Grand Prix. TV activity will be backed up by outdoor and press activity, rolling out over the next week. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.