CyberCash Touts InstaBuy in TV, Print Campaign

Reston, VA-based CyberCash Inc. kicked off a new $2.5 million TV and print ad campaign produced by Atlanta-based Donino, White & Partners (DWP) for its InstaBuy service.

InstaBuy allows consumers to fill out an order form just once and then shop with one click on enabled Web sites.

The campaign launches on cable networks including CNN and Headline News in both 60- and 30-second formats. The tagline: “Just One Click. Anywhere.”

“In today’s e-commerce environment, the smartest and most customer-driven Web merchants win out,” said Ken Perez, CyberCash’s senior vice president of marketing. “The purpose of this campaign is to show merchants how fast and easy it is for consumers to shop online using InstaBuy, and therefore motivate merchants to learn more about the benefits of offering this universal, interoperable service on their sites.”

The TV spots focus on a pair of bumbling police detectives on a stake-out as they mistakenly observe a “criminal” about to skip town who’s booking airline tickets and a limo service quickly and easily on various InstaBuy-enabled sites.

“Aside from reaching people who are Web merchants and those who influence them–ISPs, banks, IT consultants, etc.–the TV effort will also expose the InstaBuy symbol to millions of Web shoppers,” said Denis Yaro, executive vice president at CyberCash.

Print ads will appear in publications such as Interactive Week, while an online advertising effort, placed by DWP and created by San Francisco’s Charette Design, will appear on Web sites such as InfoSeek. To view the TV commercial online, click here.

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