The print and radio campaign, created by M&C Saatchi, promotes a new risk-free trial that Freeserve is offering. Hoping to convert users of narrowband internet connections, Freeserve is offering a free modem and connection to its broadband service, which costs 拢27.99 a month.
If users decide that they are unhappy with the service at the end of the month, they can return the equipment and Freeserve will refund the 拢27.99.
The ads build on Freeserve's current "freedom" campaign by offering people the "freedom to experiment". The campaign broke today, with Yahoo! and BT set to unveil details of their new broadband offering to the media tomorrow.
Freeserve said that the offer was groundbreaking and will fill what it describes as a "massive consumer need".
Keith Hawkins, managing director for the consumer division of Freeserve, said: "We have found from research that what prevents new users from signing up to broadband is the great unknown. They are afraid to commit to broadband without having trialled the product first. Our new offer allows them to do just that."
Media for the campaign was planned and bought by Walker Media. Online ads were created by i-Traffic, with media through Quantum.
Freeserve announced the campaign on the day that Dixons said it had chosen AOL to be its preferred internet service provider.
Freeserve has the rights to install its broadband software on all the computers sold by Dixons until February 2005, when it will switch over to AOL. Its narrowband agreement ends in February 2004.
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