Challenge - EarthLink, the 3rd largest ISP in the US, was losing ground to the telecom providers. EarthLink knew it had to introduce more products and services to compete in the growing ISP market.
Strategy - On new product, CyberCheck, was underperforming. This was due to a lack of knowledge about the product offering, as well as a lack of awareness. EarthLink was only known as an ISP, so we had to create a perception of a new product, owned by EarthLink, rather than an EarthLink product.
Action - We designed a micro-site with a flash demo, which gave an overview of the service in an easy to understand story. We designed banners and worked with their media agency to target high potential users through ad networks and relevant sites.
Result - The campaign paid for itself in a matter of weeks. CyberCheck continues to be one of EarthLink's top new product offerings.
