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New Campaigns
United Online Lifts Dial-Up With Racy NetZero Spot
With all the hype about broadband sweeping the U.S., you'd think that dial-up ISPs would be struggling. Think again. Dial-up still owns about 80% of the online access market, with nearly 54.5 million subscribers, analysts say.
Westlake Village, Calif.-based United Online, which owns dial-up ISPs NetZero and Juno, added 203,000 subscribers between them in the first quarter of 2004. This week the company puts more pressure on cable and DSL providers when it breaks a new NetZero TV and print campaign around a sweepstakes promotion.
Customers who sign up for the $14.95 per month HiSpeed service, on NetZero.com or via retail partner Best Buy, have a chance to win one of five 2004 Chevrolet SSR roadsters. A TV spot, via agency Bernstein Rein, Kansas City, Mo., features Nascar driver Ward Burton zooming around Las Vegas International Raceway in the NetZero-sponsored Chevrolet race car. He's soon being chased around the track by the five Chevy SSRs.
Brian Wood, evp and CMO of United Online, noted that only one of the SSRs was used when filming the spot, with the rest rendered digitally in post production. "We didn't want to put miles on all five cars," said Wood.
The ad, in 30- and 15-second versions, will appear across network and cable TV, including buys on NBC's Fear Factor and The Late Show with David Letterman. A print ad will run in USA Today, and Best Buy will support the sweepstakes, which ends June 22, in-store.
Campaign spend was not revealed. NetZero spent $60.2 million on media in 2003, per TNS/CMR.
By Scott Van Camp
New Campaigns
United Online Lifts Dial-Up With Racy NetZero Spot
With all the hype about broadband sweeping the U.S., you'd think that dial-up ISPs would be struggling. Think again. Dial-up still owns about 80% of the online access market, with nearly 54.5 million subscribers, analysts say.
Westlake Village, Calif.-based United Online, which owns dial-up ISPs NetZero and Juno, added 203,000 subscribers between them in the first quarter of 2004. This week the company puts more pressure on cable and DSL providers when it breaks a new NetZero TV and print campaign around a sweepstakes promotion.
Customers who sign up for the $14.95 per month HiSpeed service, on NetZero.com or via retail partner Best Buy, have a chance to win one of five 2004 Chevrolet SSR roadsters. A TV spot, via agency Bernstein Rein, Kansas City, Mo., features Nascar driver Ward Burton zooming around Las Vegas International Raceway in the NetZero-sponsored Chevrolet race car. He's soon being chased around the track by the five Chevy SSRs.
Brian Wood, evp and CMO of United Online, noted that only one of the SSRs was used when filming the spot, with the rest rendered digitally in post production. "We didn't want to put miles on all five cars," said Wood.
The ad, in 30- and 15-second versions, will appear across network and cable TV, including buys on NBC's Fear Factor and The Late Show with David Letterman. A print ad will run in USA Today, and Best Buy will support the sweepstakes, which ends June 22, in-store.
Campaign spend was not revealed. NetZero spent $60.2 million on media in 2003, per TNS/CMR.
By Scott Van Camp
