In an increasingly commoditised market, AOL had lost its leadership position. Rise needed to quantify the key business drivers in the Internet Service Provider (ISP) sector to gain key insights, to regain consumer confidence and increase positive discourse.

Address the key business drivers to successfully drive confidence in the brand. Regain consumer confidence in the brand.

Rise identified that the key business drivers in the ISP sector were as follows; Personal recommendation is crucial. Target technology advocates not the mass market and finally information rich, interactive digital touchpoints were vital. Any campaign needed to address these issues to successfully drive confidence in the brand. Working with agencies including Grey, Branded, Shine and Vizeum, the DISCUSS campaign was created to actively re-engage these lost advocates across all touch points.

Rise identified that the key business drivers in the ISP sector were as follows; Personal recommendation is crucial. Target technology advocates not the mass market and finally information rich, interactive digital touchpoints were vital. Any campaign needed to address these issues to successfully drive confidence in the brand. Working with agencies including Grey, Branded, Shine and Vizeum, the DISCUSS campaign was created to actively re-engage these lost advocates across all touch points.

The sector insight was crucial in driving the project. If there had not been a central communications strategy to drive this campaign across all media disciplines and with multiple agencies, the campaign would not necessarily have achieved its objectives.