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
Freeserve was launched in September 1998 as a portal with UK-focused
content. The company is part of the Dixons group.