The power of nostalgia
Article Abstract:
Sympatico, in Jan 2000, has launched a campaign that offers unlimited Internet access for C$22.95 a month in Quebec, Canada, by tapping into the nostalgia surrounding a popular old children's television program. The campaign aimed to create awareness about the new monthly rate and increase sales as well as to echance the Sympatico brand association with Bell. Over its five-week run, the campaign, which was supported by various advertisements, obtained 108% of its quantitative marketing goals.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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The power of real people
Article Abstract:
AOL Canada, in Dec 1999, launched a series of new television advertisements that emphasized the unique identity of its customers. The spots showed real AOL Canada clients, such as figure skater Kurt Browning, talking about their everyday experiences in using the company's service. Each commercial addresses a different area of interest, namely one-stop fun, fast and easy Internet access, award-winning parental controls, Instant Messaging, Canadian content and unlimited-use pricing.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
User Contributions:
Comment about this article or add new information about this topic:
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