Go2 Systems Counts on Ground Zero’s Branding

Go2 Systems has selected Ground Zero as its agency after a review of undisclosed California shops.
“We selected Ground Zero because we were very impressed with their creative,” said Bob Groux, executive vice president of business development at the Irvine, Calif., company. “We also were pleased with the work presented by their media planning team. They really did their research.”
Billings are undisclosed, but estimated in the $35-42 million range.
Go2 Systems (online at www.go2online.com) offers a global addressing and locator system designed for the Internet and wireless devices.
Groux said Ground Zero’s brand building skills are what the 5-year-old company needs. “We have a very different product–a wireless gateway,” he said. “[Ground Zero] grasps what we’re doing.”
Groux attended some of Ground Zero’s focus group sessions in Los Angeles, New York and Chicago, and noted that the agency “asked the right questions.”
The company’s ad message will target consumers but also communicate how valuable the service can be to businesses, said Groux.
The Marina del Rey, Calif., shop will break a campaign in June with TV, outdoor and newspaper advertising. Go2 last week announced that NBC sports announcer and golf pro Johnny Miller will be its spokesman in future radio, TV and print ads. Ads are slated to appear first in Los Angeles, and then roll out in four or five other markets around the country, Groux said.
“This is a very exciting client because they are not just a dot.com, but a technology company,” said agency chairman Jim Smith.
Ground Zero has already developed a new corporate identity for the Irvine, Calif.-based client.
Townsend & O’Leary in Irvine did create some outdoor and radio ads for the company which have been running in Southern California for the last several months. Media duties are handled in-house.