Walker Media plans Freeserve campaign

Freeserve has unveiled its first nationwide TV campaign as part of a pounds 7 million branding drive.

Freeserve has unveiled its first nationwide TV campaign as part of

a pounds 7 million branding drive.



The campaign is the result of a branding review conducted by Clever

Media, part of the WPP group, in association with M&C Saatchi.



The ads are running in all ITV regions, Channel 4 and Channel 5 and on

satellite and cable channels.



The 20- and 30-second executions made their debut last week, and the

60-second version launched during the Formula 1 Grand Prix ad breaks on

Easter Sunday. The campaign will run for five weeks.



The creative was conceived by M&C Saatchi and consists of two animated

commercials featuring snails kissing and ducks waddling across the

screen and dancing to classical and pop music. The 60-second version

features the model Aimee Mullins.



Freeserve marketing director Neil Sansom negotiated the deal with Walker

Media partner Phil Georgiadis, who carried out the planning.



A radio, press and outdoor campaign will break in the next few weeks, to

support the TV work.



Sansom said: ’These ads do not just create brand awareness but represent

the new face of Freeserve. Although we are best known for

revolutionising the internet with free access, we now want to be

recognised as the UK’s number one ISP offering strong content and

low-cost deals. We hope to build an affinity with our 1.9 million

members and communicate our brand values through our new

advertising.’



Freeserve was launched in September 1998 as a portal with UK-focused

content. The company is part of the Dixons group.