Rhythms swings into $50 mil push

Elkin, Tobi
December 1999
Advertising Age;12/13/1999, Vol. 70 Issue 51, p92
Trade Publication
This article reports on the $50 million multimedia campaign of Rhythms NetConnections to support its digital subscriber line (DSL) service, a high-speed Internet connection for business and consumers as of December 1999. The TV, print, radio and online campaign from Bozell, San Mateo, California, seeks to establish a Rhythms brand and raise awareness of DSL solutions. The push which went public in April, comes as frustrations grow among Internet users over long download times via rickety dial-up connections, and the inability to surf and chat simultaneously over the same line. Scheduled to run for a 15-month period, the Rhythms campaign features creative with three computer animated dancers representing voice, vide and data, and the difference the service makes in a user's Internet experience.


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