What does Australian pop icon and TV PopStars winner Sophie Monk have in common with the average home broadband user? According to Primus, both recognise the benefit of talking on the phone while simultaneously surfing the Web.
Primus Telecom has announced it will launch a series of promotional advertisements for its iPrimus ADSL broadband services featuring the singer as its advocate.
The advertising campaign, which includes 30- and 15-second commercials for TV, as well as radio, Web and print advertisements, will start on national TV on Friday night. The campaign is scheduled to run until the end of September.
Primus Telecom consumer division general manager Geoff Neate said the new advertisements are part of Primus’s popular “frustration free” campaign, designed to illustrate the inconvenience of dial-up Internet and the benefits of broadband.
Neate said the advertisements centre around one of the key benefits of using broadband: being able to talk on the phone while simultaneously utilising a high-speed Internet connection.
“We found that consumers didn’t understand the capability of broadband technology. Using the phone and the Internet on the same line at the same time is quite a new concept for most people,” he said.
The TV commercials will feature Monk demonstrating the consequences of missing important calls while using the Net. Signing up to an iPrimus broadband connection allows her to do both.
“The main message is simple – Primus broadband does not tie up your phone line and provides a fast, reliable connection for Web surfing, music and video downloads and interactive gaming,” Neate said.
Primus is not the first ISP to employ a well-known celebrity to promote its Internet services. The ISP appears to be taking its cue from competitor OzEmail, which launched a promotional campaign for its OzEDSL broadband service with TaeKwon-Do Olympic Gold medallist Lauren Burns in 2002. The campaign, which features Burns powering through the sky, is supported by the tagline “go anywhere faster”.
Depending on the success of the campaign with Monk, a Primus spokesperson said the provider will consider featuring other celebrities in its future advertising campaigns.
Sophie Monk, who was one of the members of the now defunct pop group Bardot, released her debut solo album “Calendar Girl” this year.