Juno Launches Major Branding Campaign and 'Everybody's Getting It'
Business Wire - July 09, 1999 17:09
NEW YORK--(BUSINESS WIRE)--July 9, 1999--Juno Online Services, Inc. (NASDAQ: JWEB) today announced the launch of a major new brand advertising campaign--its largest ever, and the company's first in more than two years. Called "Everybody's Getting It," the campaign was conceived and designed by DDB Worldwide in New York, and reflects the history of intense pass-along activity that has helped Juno grow into one of the largest Internet audiences. Juno provides Internet-related services to millions of people throughout the United States, many of whom were first introduced to Juno by a friend or relative.
The new campaign, which began early last month, includes television, radio, and outdoor advertising. Total billings for 1999 are estimated to be in excess of $25 million. DDB, which was awarded the Juno account in December 1998, is responsible for Juno's external marketing communications including advertising, interactive marketing, and direct marketing.
"Extensive consumer research showed us that many potential Internet users suffer from something we call 'connection paralysis,'" said Patrick O'Hare, group planning director at DDB New York. "People want to go online, but they don't know how, or they're afraid to take the first step. Juno makes that first step unusually easy, and has already done so for millions of people. That's the key fact the campaign was designed to communicate."
"People look to other people they trust when deciding which Internet service to choose," said Steve Landsberg, co-chief creative officer at DDB New York. "The message in the 'Everybody's Getting It' ads that 'Doug gave it to Madeline' and 'Jeff gave it to his mom' and 'Dr. Marsh gave it to his patients' is a tongue-in-cheek way of letting people know Juno members like the service enough not only to use it themselves, but also to recommend it to friends and family."
"Ever since the service was launched, Juno has benefited hugely from word-of-mouth," said Bob Cherins, executive vice president of sales and marketing for Juno. "Our members are very vocal in expressing their positive feelings about the service: they tell their friends and family that Juno is simple to use, reliable, and uniquely user-friendly. This is exactly the message we are now spreading to a wider audience, through advertising on television, on radio, and through other media."
About DDB Worldwide
DDB Worldwide is the largest advertising agency in the United States and the third largest agency worldwide (based on consolidated gross income). The agency has 206 offices in 96 countries and is acknowledged as one of the most creative of the industry's multinational networks, based on its dominance of advertising award competitions.
About Juno Online Services, Inc.
Juno Online Services, Inc. is a provider of Internet-related services to millions of computer users throughout the United States. The company offers several levels of service, ranging from basic dial-up Internet e-mail--which is provided to the end user for free--to full, competitively priced access to the World Wide Web. Since the launch of Juno's basic e-mail service in April 1996, more than 7 million total Juno accounts have been created. Juno's revenues are derived primarily from the subscription fees charged for certain billable services, from the sale of advertising, and from the direct sale of products to Juno subscribers.
This press release may be deemed to contain forward-looking information. Any forward-looking statements are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements, including without limitation any statements as to future events or future financial results of Juno, may be significantly and materially impacted by risks and uncertainties. In evaluating such statements, readers should specifically consider various factors that could cause actual events or results to differ materially from those indicated, including without limitation factors described in Juno's reports and documents filed from time to time with the Securities and Exchange Commission.
CONTACT: Edelman PR Worldwide
Anna Svaldi, 212/704-8288
E-mail: pr@support.juno.com
or
Juno Online Services, Inc.
Becky Yeamans, 212/597-9005
E-mail: yeamans@staff.juno.com
or
DDB Worldwide
Jeffrey De Francesco, 212/415-2036 |
