D4 Creative Launches Spring Multi-Media Acquisition Campaign For Comcast Online.Business Editors/Hi-Tech Writers PHILADELPHIA--(BUSINESS WIRE)--April 11, 2001 Philadelphia advertising agency D4 Creative Group is in the process of rolling out a three-part, multi-media acquisition campaign for Comcast Online, the high-speed cable service division of Comcast, in over 30 markets nationwide where Comcast @ Home is available. An acquisition campaign is designed to attract new subscribers. "The campaign, called "The Romance," follows the adventures of a man, who at first seems to be getting ready to "pop the marriage question" to his girlfriend. In reality is getting ready to call for the Comcast @ Home Service. Then we are introduced to a woman, who is seemingly seem·ing adj. Apparent; ostensible. n. Outward appearance; semblance. seem  ing·ly adv. preparing to break off a romantic relationship
with the guy in the first spot, but is actually terminating her former
cable service so that she can pick up Comcast @Home. The final spot
features both in conversation seemingly with each other, but they are
actually signing up for Comcast's service. Our strategy is to
disarm potential Comcast @ Home subscribers with honesty HonestySee also Righteousness, Virtuousness. Alethia ancient Greek personification of truth. [Gk. Myth.: Zimmerman, 18] Better Business Bureau nationwide system of organizations investigating dishonest business practices. [Am. and humor humor, according to ancient theory, any of four bodily fluids that determined man's health and temperament. Hippocrates postulated that an imbalance among the humors (blood, phlegm, black bile, and yellow bile) resulted in pain and disease, and that good health was , which this campaign does very effectively," said Paul Fitzgerald, VP Telecommunications Communicating information, including data, text, pictures, voice and video over long distance. See communications. for D4. Suzanne McFadden, National Marketing Manager for Comcast Online, said, "D4 has again come up with a campaign which addresses the inertia inertia (ĭnûr`shə), in physics, the resistance of a body to any alteration in its state of motion, i.e., the resistance of a body at rest to being set in motion or of a body in motion to any change of speed or change in direction of of our target audience, and in an enjoyable, lighthearted light·heart·ed adj. Not being burdened by trouble, worry, or care; happy and carefree. See Synonyms at glad1. light way asks them to pick up a phone and order the service." The campaign is composed of three :30 sec. TV commercials, three :60 sec. radio commercials, three flights of Direct Mail materials, free-standing free-standing Managed care adjective Referring to a physically and, often, financially discrete entity–eg, a surgical center, that is separate from, but may be affiliated with, a hospital; FS facilities may provide ambulatory surgery, emergency or newspaper inserts, newspaper ads, magazine ads, billboards, and banner ads A graphic image used on Web sites to advertise a product or service. Banner ads come in numerous sizes, but are often rectangles 460 pixels wide by 60 pixels high. Also 460 x 55 and 392 x 72 sizes are commonly used. for online use. The materials are made available on D4's Online Ordering System, developed expressly for Comcast, and can be customized to the requirements of each individual system. To meet the needs of different systems around the country, D4 produced all materials with a variety of offers. Local marketing managers are able to view all materials on a special D4 web site, make customizations, and order the materials online through a special D4 service team. Comcast Team: David Juliano-Sr. VP, Marketing for Comcast Online Greg Butz-VP, Marketing for Comcast Online Suzanne McFadden- National Marketing Manager for Comcast Online Paul Fitzgerald- VP, Telecommunications Lisa Viggiano- Account Executive Dave Lesser- Creative Director, Copywriter Wicky Lee- Director of the Design Ian Brand- Senior Art Director Tara James-Art Director Cesar Varela- Graphic Designer Scott Whitham- Director--TV Production Josh Cohen- Video Producer Christian Collins-Video Producer Chris Zurzolo- Audio Producer, Sound Design Michael Gartner- Technical Director, Interactive Vince Marie- Interactive Design Post Production- Shooters Sound Studio- D4's in-house Pro Tools suite Editing- D4 Avid Suite and Shooters, Inc. Kurt Shore- Executive Director, (President) For More Information, contact Paul Fitzgerald (fitzgerald@d4creative.com) or call 215/483-4555. We will be happy to send storyboards, scripts, or repro re·pro n. pl. re·pros Informal 1. A reproduction proof. 2. A copy or duplicate; a reproduction. copies of the printed material. |
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