ISP MindSpring Enterprises is launching its
first-ever television advertising and integrated marketing campaign with the
tagline, “You’d be happier using MindSpring.”
The campaign, developed by Fallon McElligott New York City, is part of
MindSpring’s accelerated growth plan. Spending was not disclosed.
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,” an
ordinary guy so pleased with his MindSpring Internet service that he feels
compelled to espouse his feelings about it.
“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, at MindSpring Enterprises.
“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.”