AOL is looking to make its place in the web space for email service. The group has introduced a new campaign for the same. The campaign for AOL sports a tagline ‘There is a bit of me in AOL mail’.
The email service space is primarily shared by Google and Yahoo! in India and AOL wants to have a share of the pie. The group has introduced two commercials, which highlights the features of the mail. The earlier campaign was featured on the website as a whole and the different services that it offered.
One of the commercials opens with a shot of a man with a poor memory. The next shot shows him searching for his scooter keys, then being unable to recognise a man who greets him. He even forgets his own birthday! He is then shown narrating the benefits of AOL mail , which has helped him in remembering email IDs, dates and events, unlimited storage. The man then says the tagline, which also appears on screen, “There is a little bit of me in AOL Mail.”
The next ad opens with a shot of a young girl. It depicts the passion for colours that the girl has. She has nail paint, tea cups, and even slippers in many different colours. Just then, she’s feeling a bit blue because she has broken up with her boyfriend, so she colours herself and her room all in blue. Then she receives an SMS and gets excited because Sunil has asked her out – she is now in a mood for orange. She talks about the customisation feature of AOL Mail, how everything changes colour in just a click. “There is a little bit of me in AOL Mail!” she exclaims. The last shot of both the TVCs have the logo of AOL Mail and highlights the service’s unlimited storage feature.
Five TVCs have been created for the campaign. Each of them depicts a feature that would make consumers switch to another brand in the category. The features are good memory, customisation and colour, one click convenience and shortcuts, the two in one feature (messenger and mail), and a spam free inbox. Of the five TVCs, only two are running on television currently; the other three will be released in the next few weeks. The feature of unlimited storage is highlighted, with the brand logo, at the end of each TVC.
AOL, a Time Warner company, began operations in India in April 2007. In May, a launch campaign was flagged off, which comprised outdoor, print, radio and online. In October, AOL launched its first ever TVC in India, depicting a youngster trying his level best to be featured on television. Apart from creating awareness, the TVC aimed to drive trial and get people to participate in a contest, ‘Bano TV Star’, by giving their feedback about the website.
The third TVC, which is to be rolled out soon, highlights the drag and drop option and the one click delete feature for mails; with other email providers, the process takes two clicks, first to select the mail and then to delete it.