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London - 8th April 2004 - Following Freeserve's recent announcement that it is rebranding to Wanadoo before summer, itraffic today launches the online component of the 'Freeserve is changing campaign.' The campaign leverages one of the most popular and memorable icons of Freeserve, the "hippies" and show the hippies transforming into something better, just like Freeserve in the UK.
The three online executions - Hippy, Haircut and Shaving - are totally integrated with the TV and press ads. Using the unique benefits of the interactive medium, itraffic has developed creative executions that bring the proposition to life. With the campaign objectives focused on brand awareness rather than a typical acquisition drive, Freeserve is using large pop-up formats to create a big impact.
The online advertisements depict the transition of Freeserve to Wanadoo, changing the logo and Freeserve's trademark orange into the Wanadoo logo and trademark red to introduce Wanadoo and maximise the association between the two brands.
Consumers who click through from the online executions will be taken to a specifically created frequently asked question (FAQ) page on Freeserve.com to manage the consumer flow and perceptions. The campaign will run from the 8th April and is aimed at all Internet users as well as Freeserve's existing customer base.
Online media planning & buying is handled by Quantum.
- Ends -
For further information, please contact:
82 Charing Cross Road
London WC2H 0QB
T: 020 7964 8218
Wanadoo is one of Europe's leading Internet and directories companies with, at December 31, 2003, more than 9.1 million Internet Access customers, and more than 641,000 advertisers in Directories. Wanadoo is a leading Internet media services provider in France and U.K., the n° 2 in Spain and in the Netherlands. Wanadoo has more than 2.4 million ADSL and cable subscribers. Wanadoo recorded EUR 2.6 billion in revenues in 2003 and has approximately 6,700 employees. Wanadoo is listed on Euronext Paris.
Further information on Wanadoo can be found on the company's web site at: www.wanadoocorporate.com
About itraffic, an AGENCY.COM Company:
itraffic, a subsidiary of AGENCY.COM Ltd., is a premier interactive marketing and advertising agency that believes in holding itself accountable to making a measurable difference to every client's business. They specialise in helping clients enhance brands, generate revenue and acquire, retain and manage customer relationships through customised interactive marketing solutions. itraffic is one of the largest agencies in the world in terms of interactive media under its management. The agency consistently ranks as one of the top interactive agencies by leading industry publications such as NewMediaAge, MEDIA Magazine, AdWeek and Campaign. itraffic works with clients such as British Airways, Freeserve, Heineken, Cable & Wireless, Irish Tourist Board, Lucky Magazine, MemberWorks, The Sporting News, Wells Fargo and Bookspan (A Bertelsmann AG/AOL Time Warner Partnership). The company has offices in New York City, Chicago, Dallas, London and San Francisco.
Visit itraffic online at www.itraffic.com.
Published on: 12:00AM on 8th April 2004