AOL revamps Connie for new campaign

by Claire Billings,, Brand Republic 17-Sep-01, 12:01

LONDON - Connie, the face of AOL UK, has been given a makeover ahead of the launch of a new cross-media campaign.

The campaign, promoting the ISP's latest 100-hour free trial CD, will run across TV, press, poster and online. It features Connie's new image, complete with Trevor Sorbie hairdo and make-up by make-up artist Jemma Kidd. The new image attempts to reflect how rapidly consumers and the internet are evolving.

The 30-second TV commercials break on terrestrial and satellite TV today. They will be followed by a 10-second cutdown and will run for six weeks in total.

In the commercials, Connie is shown in her dressing gown choosing an outfit from a long clothes rail. She then emerges from a dressing room in a new virtual dress. When she clicks her fingers the dress comes alive with images of the AOL service.

Connie was first used in AOL's advertising when the ISP launched its first UK TV campaign in September 1998 and she has been featured in its TV spots ever since.

An online promotion will run alongside the campaign. AOL UK members will be able to access an area at AOL called New Look Connie, where they will be able to see Connie's new look before the campaign goes on air.

The ads were created by Mortimer Whittaker O'Sullivan and media planning and buying was handled by BBJ Media. The online promotion was developed by AOL UK's in-house online ad department.

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