RealTime IT News

@Home, D4 Launch Ad Campaign, Test New Technology

@Home on Wednesday kicked off a new national campaign, designed by D4 Creative Group, in an effort to capture new customers for its high-speed cable Internet access.

D4 used the opportunity to trot out its newest technology, which allows the agency to distribute creative -- television and radio commercials, direct mail pieces, and outdoor and transit posters -- to 12 participating cable system operators in 44 markets.

"D4 Creative provides @Home with an in-depth understanding of the cable business and the ability to translate technical features into compelling and effective consumer advertising," said Kurt Shore, president of D4.

"While the primary objective of the promotion is the acquisition of new subscribers to the service, we designed the advertising materials to enhance the brand, as well as trigger action."