Wanadoo backs cut-price 1Mb broadband with ad push

by Staff,, Brand Republic 25-Aug-04, 08:00

LONDON - Wanadoo is reducing the cost of its 1Mb broadband connection to £17.99 a month, making it the first major internet service provider to offer super-fast access for less than £20.

The 1Mb broadband connection will now cost only £3 a month more than Wanadoo's standard dial-up package.

The company is using television advertising to promote the deal. Updated versions of its 'eccentrics' and 'music' ads, created by M&C Saatchi, will appear from today. Press and online advertising, created by itraffic, will follow over the rest of the year.

The Advertising Standards Authority recently rapped Wanadoo over an ad that promoted its 512k internet connection as "full-speed". Wanadoo agreed to stop using the advertisement but defended the claim, saying it was trying to clarify what constituted a broadband connection.

Eric Abensur, the chief executive of Wanadoo, said the 1Mb offer showed the company was committed to opening up the UK internet market.

"We are bringing 1Mb to everybody who is able to receive it at an affordable price. We believe 1Mb is a basic right for all internet users, so everyone can enjoy the benefits of faster browsing and downloading, higher quality sound and video and an enhanced online experience," he said.

Users can sign up online or in high street stores Argos, PC World and Dixons.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.