Broadband lives! MediaOne's campaign to rebrand itself
as a "broadband" communications company -- which was greeted with widespread
industry skepticism last May, when the MSO changed its name from Continental Cablevision
Inc. -- is entering a second stage after its initial success, according to company
Beginning this week, MediaOne is launching a $20 million
advertising campaign in television, radio and print designed to reinforce awareness of the
Julie Berg, executive vice president and chief marketing
officer for MediaOne, called the new campaign the MSO's "next major step in our
brand-building effort," adding that it was designed to further
"dimensionalize" broadband services in a way that will bring the concept to life
To drive the point home, Berg said, the campaign will focus
on comforting images of the home, using Crosby, Stills and Nash's feel-good "Our
House" as a theme song and stressing how a high-speed Internet connection serves the
different needs of different members of the family.
One spot, for example, shows a boy researching dinosaurs on
the Internet, followed by his father at a Web site checking a stadium's seating plan
for a sporting event. The tag line is, "Like father -- definitely not like son."
The campaign, developed by New York-based agency Margeotes
Feritta + Partners, will run through 1998, beginning with broadcast and cable TV spots in
MediaOne markets through mid-May, followed by newspaper ads and radio spots.
"This is broadband. This is the way," will remain
the tag line of the company's branding campaign.
"They [MediaOne] may end up having the last
laugh," one industry marketing consultant said. "A lot of people thought that
they were crazy last year, but it looks like they really were ahead of the curve with
their emphasis on the Internet. I'd have to say that MediaOne is a trendsetter right
According to a survey by Margeotes, 70 percent of MediaOne
customers that were polled were able to recognize the MediaOne brand name, while 56
percent knew MediaOne in unaided awareness.
However, while 60 percent of the respondents had heard of
the term "broadband," the majority were unsure of the word's meaning, and
MediaOne executives said improving that percentage was a primary goal of the new campaign.
"It won't happen overnight," said Ron
Cooper, executive vice president of operations for the MSO, "but it's building.
We have to stake out the turf before the competition."