BELL SYMPATICO DEBUTS SECOND HIGH SPEED INTERNET SERVICE INFOMERCIAL
By Adnews Staff
Bell Sympatico released a second 30-minute infomercial on October 1 to promote its Sympatico High Speed Internet service. Produced by Toronto-based Northern Lights Direct Response Television, the program focuses on the advantages of high speed service over traditional dial-up access, such as increased speed and the ability to use a telephone and the Internet at the same time. According to Rob Payne, Sympatico's director of marketing, infomercials have proven to be an effective method of marketing the Sympatico service. "Infomercials give us something no other medium can provide, which is the time to fully explain our service to consumers," he said. "With infomercials, we have the time to demonstrate the service, include testimonials from customers and make a very compelling offer. They have worked really well for us." Bell Sympatico broke its first infomercial, also by Northern Lights, last July. It ran for just over a year. The new infomercial will run on a number of stations in Ontario including Toronto Star Television, CFMT and Citytv. Media buying was handled by Sympatico's agency of record, Cossette Communication-Marketing.