AOL – Harnessing the power of a great discussion
Planned by: Emma Batho, Simon WhiteAgency: Grey London
SUMMARY
In 2005 AOL was competing in an increasingly competitive and commoditised Internet Service Provider (ISP) market, despite being a more expensive, premium offering. In addition, negative perceptions about the brand seemed to be firmly entrenched amongst non-members, and registrations were in decline. Our objective was to improve perceptions of AOL, get AOL back on the consideration list and grow the brand.
We found that, contrary to non-members' perceptions about AOL, the company was passionate about the internet and committed...