Oh brother....I suppose that they are trying to build the Excite brand here.
05/08 08:06 Excite@Home 'Turns You On' With New TV and Outdoor Advertising
Campaign <ATHM.O>
Excite@Home 'Turns You On' With New TV and Outdoor Advertising Campaign 'Mr. Lucky' Character Illustrates How My Excite Empowers Consumers to Manage
Their Daily Lives
REDWOOD CITY, Calif., May 8 /PRNewswire/ -- Excite@Home (Nasdaq: ATHM), the leader in broadband, today announced a new multi-million dollar spot television and outdoor advertising campaign highlighting the Excite brand and personalized service. The "Turn You On" campaign focuses on the empowering personalization and utility features of the Excite service, regardless of whether a consumer is connecting via a narrowband or broadband connection or through a wireless device. The campaign's ever-prepared character illustrates how the Excite service can help consumers manage their daily lives by accessing their personalized planner, news, sports and weather from wherever they are.
(Photo: newscom.com )
The campaign launched today with TV spots scheduled in New York, Chicago, San Francisco, and Seattle. Secured by the San Francisco office of Starcom-Worldwide, Excite@Home's media agency, the Excite ads are scheduled to appear during season finales of NBC, ABC and Fox shows, including Friends, Frasier, ER, Spin City, Ally McBeal and X-Files. Outdoor executions are planned for airport vans, taxi tops, bus fronts and phone kiosks in the above markets followed by a planned splash in New York City's Time Square. The multi-million dollar campaign was created by Amster Yard, Excite@Home's strategic and creative agency based in New York.
"Now that the Excite experience is the front-end on the @Home broadband service, narrowband and wireless services, an Excite campaign complements our local co-branded marketing with our cable partners in @Home regional markets," said Byron Smith, Executive Vice-President, Consumer Broadband Services and Chief Marketing Officer, Excite@Home. "When consumers log on for the first time, we think it is important that they have a brand experience they recognize -- Excite. This campaign embodies what the Excite experience is to consumers and how it makes them feel -- empowered, engaged, that 'I can do it!' feeling." WHAT TURNS YOU ON?
Always being on top of it? Knowing the right places, people, news and entertainment to stay one step ahead of the crowd? "Mr. Lucky" knows the secret weapon is Excite.com.
Portrayed by former World Pro Skateboarding champion and expert surfing celebrity Steve Olson, "Mr. Lucky" faces several humorous and precarious situations in which he needs vital information to be prepared for his day. No worries -- Mr. Lucky simply goes to his personalized My Excite to quickly get the information he needs to sail heroically through his day.
Each spot features the rich baritone voice of Robert Goulet, theater legend and Emmy, Grammy and Tony award-winning star, crooning swinging, jazzy tunes, such as, "You're Nobody 'Til Somebody Loves You," "I'm Sitting on Top of the World," and "It Don't Mean a Thing If it Ain't Got that Swing" in the background.
Three TV spots are planned to run in the second quarter which are intended to highlight the ease of use and benefits of My Excite's Planner, News and Sports services. The first spot presents Mr. Lucky lazily skateboarding down the boulevard when he sees his lovely wife ahead on the corner. Just as he approaches her, the scene freezes and viewers see that Mr. Lucky did not forget Mother's Day thanks to his My Excite planner. When the action continues, he gracefully pulls a bouquet of flowers from behind his back and hands them to his wife as she swoons.
The second spot features Mr. Lucky surfing to the tunes of, "I'm Sitting on Top of the World." A cut to a series of shots illustrates that Mr. Lucky has discovered the key to longevity thanks to My Excite News. The third spot opens with Mr. Lucky motoring across a golf course with Robert Goulet's swinging notes in the background. In a scene freeze, viewers see that Mr. Lucky has learned many meaningful golfing tips from his My Excite Sports and when the action continues, he successfully avoids a huge sand trap.
THE MY EXCITE SERVICE
Whether on broadband, narrowband or wireless device, the Excite service offers powerful, personalized tools to help consumers actively master their daily lives. They can set up a personalized My Excite page with the news, sports and variety of entertainment information that are important to them and are updated regularly. If accessing Excite via a broadband connection, Excite offers content and applications that naturally leverage high-speed connectivity, such as digital photo sharing and image libraries, movie clips and music. Excite planner and integrated address book empower consumers to access their schedule and virtual black book from a computer or mobile device where ever they are. Excite Inbox, free Web-based integrated email, voicemail and fax, enables communication with friends and family via three methods of choice. Excite Clubs and Chat invite members to build virtual communities and discussions around any topic they are passionate about. Excite@Home's free ISP service, FreeLane(SM) offers dial-up access so anyone can access the Excite experience and open Internet for no fee.
About Excite@Home
Excite@Home is the leading broadband online service provider, offering residential and commercial broadband services across a global footprint of 87 million homes under long-term contract. Excite@Home offers consumers broadband services over cable-modem, DSL and other "last-mile" connections and businesses high-speed commercial services. Excite@Home has approximately 13.5 million cable franchise homes under contract outside of North America and localized versions of the Excite service in 10 leading international markets.
This press release contains forward-looking information within the meaning of Section 27A of the Securities Exchange Act of 1933 and Section 21E of the Securities Exchange Act of 1934, and is subject to the safe harbors created by those sections. These forward-looking statements include statements relating to Excite@Home's ability to empower consumers with personalization and utility features, the extent to which the Excite service helps consumers manage their daily lives, and the ability to implement and provide content, functionality, and services within Excite@Home. Actual results may differ materially due to a number of factors, including the ability of Excite@Home to enable members to access Excite services from a computer or mobile device where ever they are; the ability of Excite@Home to offer its functionality, content, and services via narrowband, broadband and wireless devices; and the overall effectiveness of the TV and outdoor ad campaign. The matters discussed in this press release also involve risk and uncertainties described in Excite@Home's filings with the SEC. Excite@Home assumes no obligation to update the forward-looking information contained in this press release.
NOTE: Excite@Home, @Home, @Home2000, @Work, Excite and MatchLogic are service marks or registered service marks of At Home Corporation in the United States and other countries. SOURCE Excite@Home |
