Juno to Target “Misconceptions” with New TV Ads

Touting its size and its breadth of service offerings, Juno Online Services plans to kick off a new television advertising campaign on Monday, taking on territory not covered in its popular “Everybody’s Getting It” effort.

The campaign is slated to begin with four, 15-second spots on the Fox Network and CNBC.

Company executives said they realized the need for the new “Join the Millions” campaign after research suggested that what they saw as Juno’s key differentiators — namely, a large user base and breadth of offerings — largely were unknown to the public.

Juno is the third-largest ISP in the country, behind America Online and Earthlink.

Accordingly, Juno tapped Hampel/Stefanides and Curious Pictures to “address those misconceptions,” said Jonathan Cherins, Juno’s senior vice president of marketing.

“We needed to find an entertaining-attention grabbing way of executing a very hard-sell, competitive concept,” said Hampel/Stefanides co-creative director Dean Stefanides.

The result was four, 15-second spots. Each begins with a different, simple question comparing Juno to leading competitors, and ultimately suggesting how the ISP surpasses them.

The ads conclude with the tagline: “Juno: Join the Millions.”

Between the questions and the tagline, the spots are meant to convey Juno’s status as a major domestic ISP, as a provider of broadband and premium narrowband services and of free dialup access.

Additionally, Cherins said the campaign enjoys the additional benefit of being “modular”, meaning that the company can incorporate new facts over time with the same basic elements.

But one of the prime advantages, Cherins added, is that the campaign simultaneously “helps us in all of our businesses — in our advertisement business, in mergers and acquisitions, with potential investors, and with consumers.”

Executives said the shift in campaign flavor is indicative of a larger change in the company itself.

“Our brand is evolving. Juno started as a viral thing, and grew by word of mouth,” Cherins said. “That was the genesis for the first campaign,” which had been created by DDB Needham.

Now, “size is an important aspect of the brand, as is ease-of-use.”

The ads are slated to run through end of the year, but executives said the campaign could be extended as new questions and answers, targeting additional key points of the Juno brand, could be switched in. Spending for the campaign was not disclosed.

Robert Cherins, Jonathan’s father and Juno’s former executive vice president and chief marketing officer, resigned from the company in May to take the CEO job at Gate42 Technologies.

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