logo are trademarks of the AtHome Corporation and may be registered in certain jurisdictions.
All other brands and products are trademarks of their respective companies. Excite@Home Takes A Bigger Internet Experience To The Consumer With Local Market @Home Advertising Campaign
Company Uses Humor to Highlight the fast and "always on" benefits of the @Home broadband service
REDWOOD CITY, Calif. -- August 30, 1999 -- Excite@Home (Nasdaq: ATHM) today announced a multi-million dollar local market @Home advertising campaign. Highlighting the lightning fast and "always on" nature of the the high-speed cable Internet service, the campaign will run in local markets that offer the @Home broadband service including Phoenix, Dallas/Ft. Worth, San Francisco Bay Area, Seattle, Portland, and Rhode Island. The "think Big" campaign uses humor and analogy to convey the difference in experiencing the Internet through a telephone connection vs. a wide cable connection.
The campaign began in Phoenix on August 2nd with 30-second television spots and 60-second radio spots, and will continue in Dallas/Ft. Worth, the Pacific Northwest, Rhode Island and the San Francisco Bay Area through September 30th. The TV and radio spots are accompanied by outdoor, print and direct marketing tactics. The campaign was created with Lowe & Partners/SMS, Excite’s New-York based advertising agency of record.
Why Broadband?
Using humorous situations talking about "downloading" off the
Internet, the campaign underscores the company’s high-speed cable Internet service
proposition that the @Home service, partnered with the local cable provider, offers
the typical Internet user the "biggest" and fastest Internet experience available.
Excite@Home, through the @Home broadband service, offers subscribers unequaled speed,
a constant Internet connection over cable, and easy access to the entire Web.
"This campaign differentiates us from other so-called "fast" Internet service providers," said Fred Siegel, senior vice president of marketing, Excite@Home.
"Everyone says they're fast. By using the "big" analogy and through real-time demonstration, this campaign proves to the user that there is no better way to connect to the Internet than with our cable partners and @Home."
About Excite@Home
Excite@Home (Nasdaq: ATHM) is a global media company based
in Redwood City, Calif. Through the company's narrowband portal, Excite (www.excite.com),
and broadband services @Home and @Work, the company uniquely offers consumers content
and interactive services across both narrowband and broadband. The rich media advertising
and database marketing solutions of Enliven (www.enliven.com) and MatchLogic (www.matchlogic.com)
offer advertisers highly targeted interactive marketing and reporting services across
all platforms of delivery. Leveraging the high-speed, always-on attributes of cable,
Excite@Home empowers unique multimedia applications that go beyond current Web experiences.
The company will combine the Excite brand -- one of the best-known names on the
Internet with 70 percent recognition among Web users -- with the @Home broadband
service's broad distribution, a worldwide footprint of 67 million cable homes, to
deliver on its vision of "All Band, All Device, All the Time."
For more investor information about Excite@Home, please call our stockholder services hotline at 1.888.924.9248.
Brand recognition statistics quoted are from Frank N. Magid and Associates, Inc. (1/99).
Excite@Home, @Home, and the
logo are trademarks of the AtHome Corporation and may be registered in certain jurisdictions.
All other brands and products are trademarks of their respective companies.