Internet messaging services company Mail.com Inc. launched a $5 million
television advertising campaign for the fourth quarter.
The 30-second television spot, developed by Stein Rogan + Partners, runs through Nov.
15 on the NBC, CBS and ABC networks, and several cable networks including
CNBC, CNN, Discovery, A&E, Sci-Fi and MSNBC.
“Being the first e-mail company to market with television advertising is a
fundamental part of our plan to build and strengthen the brand as we expand
both our consumer and business-to-business customer bases,” said Lon Otremba,
chief operating officer for Mail.com.
The spot, titled “Red Ball,” shows the universality of e-mail using special
effects to depict a red ball, which represents Mail.com’s e-mail technology
as a fast, powerful vehicle for conveying information.
The viewer follows the
ball throughout the spot, witnessing its effects on personal lives, business
performance and global communications and eventually reaches the tagline
“Mail.com, where e-mail is going.”
The television component of the overall campaign follows an extensive
national network radio buy, including the Major League Baseball playoffs and
World Series, as well as print advertising in The Wall Street Journal, The
New York Times and USA Today.
The outdoor portion of the campaign was
highlighted by brand advertising on over half of New York City and San
Francisco buses.