Release Dates: Immediate
Tish Spearman, MindSpring Enterprises, Inc.
MindSpring Launches First-Ever TV Advertising Campaign
New Integrated Marketing Program Attracts Customers with “You'd Be Happier Using MindSpring” Tagline
ATLANTA (Sept. 3, 1999) - Starting September 6, leading national Internet Service Provider MindSpring Enterprises will launch its first-ever television advertising and integrated marketing campaign featuring a fresh, new creative approach, unique to both the advertising and the high-tech industry. The new advertising campaign's simple and candid tagline, ``You'd be happier using MindSpring,'' reflects MindSpring's unique brand personality and customer service orientation - traits that set the company apart from its competitors.
The new advertising campaign, developed by Fallon McElligott New York City, is part of MindSpring's accelerated growth plan. By the end of the year, more than 50 percent of U.S. households will learn of MindSpring through brand-building initiatives and distribution of MindSpring Internet software. The campaign will launch in 12 markets initially and feature two TV spots, as well as complementary print, radio, billboard and direct marketing extensions. The full advertising campaign will include nine television spots that will run in 26 markets on local networks during prime-time viewing.
The main character in each advertising spot is ``the MindSpring Guy''- just an ordinary guy so pleased with his MindSpring Internet service that he feels compelled to espouse his feelings about it to passersby at the park. The MindSpring Guy begins each spot with a monologue tracing the relationship between ``happiness'' and his experience as a MindSpring customer. In the first flight of TV spots, the MindSpring Guy discusses ``Mints'' and ``Love.''
In ``Mints,'' the MindSpring Guy's monologue is simple and straightforward. ``Who was the guy that thought of putting mints on pillows? He sure was nice. Hope he didn't peak professionally, I mean how do you follow that?'' The spot ends with the soon-to-be familiar tagline, ``You'd be happier using MindSpring.''
``This advertising campaign and accelerated marketing plan is designed to grow our subscriber base quickly and efficiently over the next four quarters and build brand-awareness,'' said Lance Weatherby, executive vice president of sales and marketing, MindSpring Enterprises. ``MindSpring's new TV spots present our brand attributes in an engaging and entertaining way that appeals to both first-time Internet users and those already online.''
Print executions featuring the new campaign theme and images will run in approximately 25 consumer magazines from Oct. to Dec. The photography captures happy, rewarding moments in life, while the headlines explain MindSpring's commitment to making its customers' Internet experience a happier, more productive one. The outdoor campaign is similar to the print advertising.
``MindSpring is an oasis of 'nice' in an Internet world that's going a million miles an hour, said Jamie Barrett, executive creative director, Fallon McElligott New York City. ''The happy guy in the park is our way of showing how MindSpring makes its customers feel.``
The MindSpring/Fallon McElligott New York City ``You'd Be Happier Using MindSpring'' campaign creative credits include:
Director: Mark Pellington, also directed recent
feature films, ``Going All the Way'' and
Creative Director: Jamie Barrett/Fallon McElligott Art Director: Phillip Squier/Fallon McElligott Copy Writer: Chris Landi/Jamie Barrett Production: Julie Hampel, Executive Producer, Fallon
McElligott Production Company: Crossroads Films
MindSpring Enterprises, Inc. (Nasdaq:MSPG) is a leading Internet service provider focused on delivering outstanding service and support to its customers. By following its Core Values and Beliefs, MindSpring is committed to doing an exceptional job of serving its customers, its employees, its owners and its community. MindSpring's dial-up subscribers can browse the World Wide Web, send electronic mail, participate in informative online chats and access over 20,000 newsgroups. MindSpring offers local Internet access in more than 890 locations throughout the United States. The MindSpring Biz division is a leading provider of Web Hosting services and domain registrations. For more information about MindSpring's services, please visit the Web site: http://www.mindspring.net/ or call 1-888-MSPRING.
About Fallon McElligott New York City
Fallon McElligott New York City is a fully integrated agency,
combining advertising, design, interactive media and public relations
on behalf of some of the world's leading brands, including,
MindSpring, MTV, FAO Schwarz, United States Tennis Association, eTour,
Nikon, Conseco, Georgia-Pacific, and Fortune and TIME magazines.
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