CyberCash Inc., the Reston, Va.-based manufacturer of secure-payment technology and services, is supporting the rollout of its latest payment processing system, InstaBuy, with a three-month TV ad campaign aimed at viewers of CNN and Headline News.
Since January, the company has raised $15 million in capital to support the launch of InstaBuy-a one-click shopping model-much of which will go to marketing, sales and customer support. "We are seriously committed to building InstaBuy as a brand," says Ken Perez, senior vice president of marketing for CyberCash.
To that end, a TV ad for InstaBuy began a three-month run on CNN and Headline News April 5 (fortuitous timing for CyberCash, with the conflict in Kosovo spiking the channels' overall viewership levels). The campaign is aimed primarily at building the product's visibility among online merchants, Perez says, while helping to foster consumer awareness for the InstaBuy brand as well.
"This is a new breed of advertising for us," adds Perez, noting that CyberCash had a TV spot last year, "but it didn't have human beings in it." This one has people, an element of drama-and the marketing tagline, "Just One Click. Anywhere."
Other elements to CyberCash's multimedia campaign include banner ads tied to the InfoSeek search engine, print ads in Interactive Weekly, and a direct-marketing piece specifically targeted at the top 400 online merchants.
All that ties in closely to the company's new slogan, "e-commerce. Simply."
Back...
