Juno Online Services launched its largest ever branding campaign, with the tag line “Everybody’s Getting It.”
The off-line 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. Juno provides Internet-related services to millions of people throughout the United States, many of whom were first introduced to the service by a friend or relative.
The new campaign, which began early last month, includes television, radio and outdoor. 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.”
Juno offers several levels of service, ranging from basic, ad-backed dial-up email-which is provided to the end user for free, to full, competitively priced access to the Web. Since the launch of Juno’s basic email service in April 1996, more than 7 million total Juno accounts have been created.
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