Getting consumers to run with the fast crowd
Audience: High speed Internet users
About: Brand Integration for ISP Channel included integrated brand marketing and design for brand identity, broadcast commercials, print advertisements and direct mail for consumers. Product marketing for affiliates included product identity, print advertisements, media kits, subscriber recruitment programs, direct mail and bill insert promotions for resellers. The brand tagline: “Run with the Fast Crowd” was reflected in the use of “real people” for the commercials. Raw cuts of the spots were put up for a vote with customers for the final cut. Marketing tools were developed for two channels; Cable Affiliates and Consumers. ISP Channel introduced opportunities for additional revenue streams to Cable Affiliates who desired to become Internet Service Providers for high-speed Internet access.