Gearon Hoffman's first work for Intranets.com uses the tagline "Get everyone on the same page. Free. Forever," to explain how the company's Web-based services can facilitate communications among employees, clients and prospects.
A 30-second TV spot features white-collar types discussing how private Web pages built and maintained by Intranets.com help them work better as a team.
"Showing how groups are using our service makes that lightbulb click with our prospects," said client representative Lisa Wilson-Wirth. Intranets is targeting small and midsized companies that can make use of free, private space on the Web. Wilson-Wirth hopes the campaign will pique the interest of a gamut of prospects ranging from "dot.coms to alumni associations and church groups."
In the first campaign for the company, which was formed last fall, Intranets.com is looking to craft a strong brand position portraying the service as a viable business tool "in a nontech way," said Wilson-Wirth.
Gearon Hoffman in Boston, which picked up the $4-5 million assignment in late January [Adweek, Jan. 24], is handling both creative and media duties. The commercial is airing nationally on CNN, ESPN and MSNBC. Similarly themed radio executions are also part of the marketing mix. K