J. WALTER THOMPSON INTRODUCES MAJOR NEW CAMPAIGN FOR THE PRODIGY SERVICE: 'THE NETWORK OF ACTIVE MINDS'
J. WALTER THOMPSON INTRODUCES MAJOR NEW CAMPAIGN FOR THE PRODIGY SERVICE: 'THE NETWORK OF ACTIVE MINDS' NEW YORK, Oct. 8 /PRNewswire/ -- A new J. Walter Thompson campaign for the PRODIGY service shows the many benefits the nationwide online network brings to consumers. With the theme "The Network of Active Minds," JWT shows how PRODIGY service features meet the specialized interests of Americans. With more than one and three-quarter million members, the PRODIGY service has grown rapidly to become the nation's most popular online network for people with home computers. The new advertising campaign, which breaks mid-October, will be broadcast on spot TV, concentrated in 17 markets across the country. Portraying real life situations with gentle humor, the new campaign consists of different commercials, each with problem/solution vignettes that focus on the PRODIGY service's most popular and relevant features. Each spot ends with a review of the ways PRODIGY service members use the service. Richard DiLallo, JWT creative director, commented, "We wanted to show a highly visual manifestation of what the PRODIGY service is really all about -- people interacting with one another and with PRODIGY service features, creating the 'network of active minds.'" Sample vignettes: -- A schoolgirl gives a presentation on the Soviet Union that leaves her classmates and teacher perplexed because she thinks the country is still behind the Iron Curtain. Her talk was based on an old encyclopedia instead of the up-to-date electronic encyclopedia on the PRODIGY service. -- If he had only subscribed to the PRODIGY service, a businessman could have been spared the wait for financial information in the morning paper -- a wait that ends in vain when the paperboy throws the news on the roof. -- A football fan tries to get the latest scores by phoning one of the players down on the field. He could have gotten the same information on the PRODIGY services -- without irritating his favorite quarterback. Other vignettes highlight travel, paying bills without writing checks or licking envelopes and stamps, communicating with other members and two overviews of all the PRODIGY service features. One emphasizes the service's value. A release with a holiday theme is slated to run in December. "The PRODIGY service grew to become America's most-popular online service while promoting a broad range of features for everyone," said Fred Larson, PRODIGY senior vice president, membership marketing. "Research now shows that different groups of consumers perceive and use the PRODIGY service in different ways. And that's what this new campaign is all about." The PRODIGY service enable families with personal computers to select a broad range of information, education and entertainment; to save time and money on bill paying, securities trading, travel ticketing and shopping; to enjoy bulletin boards; and to exchange personal messages from homes and offices. PRODIGY Service Membership Kits are available at some 17,000 retail stores nationwide. Kits are also included in products offered by major PC and modem manufacturers. The creative team at J. Walter Thompson included DiLallo, Michael Hart, Glenn Slater, Brian Hutter, Gregg Wasiak and Griffin Stenger. -0- 10/8/92 /NOTE: PRODIGY is a registered service and trademark of Prodigy Services Company./ /CONTACT: Dorothy Marcus of J. Walter Thompson, 212-210-7285, or Steve Hein of Prodigy Services Company, 914-993-8789/ CO: Prodigy Services Company; J. Walter Thompson ST: New York IN: CPR ADV SU:
DC -- NY083 -- 7992 10/08/92 15:28 EDT
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|Date:||Oct 8, 1992|
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