The Assignment: Envision the future for this brand, and what does it look like?
The Landscape: If you're between the ages of 20 to 35, your story is about Instant Messenger - and the away messages, profile pages, song lyrics, breakups and triumps that occured therein. For many, AOL is synonymous with their first internet experiences, but that message has gotten lost amid a crowded marketplace and user apathy.
The Situation: AOL's recent focus has been quick, massive growth. Most people don't realize that Engadget, TechCrunch and Huffington Post are just three of AOL's many subsidiaries. However, 42% of Americans interact with AOL in some form every single month. Most users have no idea.
The Solution: We sought to remind people of what AOL provided: access. Whether it was through literal internet access (discs by mail) or access to communication with friends, AOL was a central and vital company. We wanted to prove just how vital they still are, and can be - by providing subsidized internet access,and thereby increasing the number of Americans who are...online. The subsidy program works by allowing 1) Verizon (who owns AOL) customers to pay a minimal additional amount per month, or 2) non-Verizon customers to donate.
My Role: This was a team where truly, no one was "siloed" based upon their track name. We all worked together seamlessly in creating what was easily one of the most fun projects I have worked on at my tenure at Brandcenter.