AOL's new brand campaign in the US

MUMBAI: "Want a better Internet?" That's the question America Online is asking in a new brand campaign in the US.



The new ad campaign is intended to reposition America Online as the service that is truly on the side of the online consumer. Print ads in leading American newspapers outline AOL's commitments to its members. AOL has also announced the first redesign of its logo since 1991, which among other things gives the familiar triangle a more up-to-date look.



The initial print ad, by The Martin Agency, explains eight commitments AOL is making to its members. "Today," the ad says, "we're announcing a series of commitments that will drive our employees to one common goal: to make life online better for our members, and in so doing, to improve their lives."

From today 11 October, a series of television ads by BBDO debut. The commercials bring AOL's commitments to life by highlighting the company's relationship with its members in a more personal way.



In one of the TVCs shot on the AOL campus in Dulles, Virginia, an office receptionist looks up to see that a huge crowd of AOL members has turned up at headquarters with ideas on how to make the Internet better. In the second ad, an individual AOL member comes to talk with executives about how to improve the Internet. The executives wholeheartedly welcome her ideas.

Additional episodes will follow, all featuring interactions between "employees" and "members" that show how AOL is listening to members and is committed to being on their side. The ads end with the tag: "Want a better Internet? America Online. Broadband, Wireless, Dialup" to remind consumers that AOL serves members however they connect to the Internet. The ads will air during primetime, late night and cable, with accompanying print and radio.

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