America Online is launching its "AOL High Speed" ad campaign, created by Omnicom Group's BBDO, to promote AOL's new broadband partnerships, reports AdWeek. The campaign includes TV, online and print executions showing AOL subscribers competing against athletes; the tagline adds "high speed" into AOL's current "Want a better [high-speed] Internet? You belong at AOL." Atmosphere BBDO handled the web advertising, and Interpublic Group's Initiative is handling media planning and buying.
Joe Redling, AOL's chief marketing officer, said the push is intended to bring together the brand messages of AOL's access business and recently launched video-centric free portal. "We are transitioning the AOL brand to a broadband brand," he is quoted as saying.
AOL last week announced an expansion of its broadband network nationwide via partnerships with BellSouth, Qwest Communications, and AT&T, reports Red Herring.
The expanded broadband service debuts today (Monday), at prices ranging from $25.90 to $29.90 per month. The push comes as AOL's U.S. subscriber numbers (most of them dialup) fell to about 20 million in September 2005, down from the high of 26.7 million during September 2002.
