2008 AAF NSAC Campaign

1. the AIM stor y

2. the AIM stor y
Before today’s 18-24 year-olds used social media or AIM, their campaign objectives
communication was inherently personal — they either talked
• Increase trial and grow usage of
face-to-face or over the phone. Then, there was that pivotal
AIM products by 15%
afternoon when AIM entered their lives, providing them with
a more comfortable, convenient way to communicate. Talking
• Bridge the gap between AIM
online became their preferred way to keep in touch with close
Messaging and AIM Social Media
friends and acquaintances.
• Increase AIM brand awareness
As they grew older and their schedules became unpredictable,
social media offered 18-24 year-olds an effortless way to stay
• Enhance business-to-business
connected. They spent more time scrolling through pictures,
opportunities with companies
profiles, and blogs, and less time logged onto AIM. The personal,
seeking to reach GenUs
real-time communication that 18-24 year-olds once enjoyed was
Virginia Advertising created this fourth
replaced by passive commenting and profile browsing.
objective to achieve the underlying
goal of increasing advertising revenue
While AIM used to be a relatively impersonal way to talk, it is now through AIM
as personal as online communication gets. In today’s saturated
social media landscape, this is a critical point of differentiation.
AIM is a personal and approachable brand, and it has great
potential to resume an active role in the lives of 18-24 year-olds. table of contents
2 Research
Virginia Advertising developed a campaign that facilitates 3 Industry
connections through an integrated AIM product. The Now We’re 4 Key Findings
Talking Campaign positions AIM Messaging and Social Media as 5 GenUs
the most personal way to communicate online. This campaign 6 Strategy
will rekindle the desire to talk online, keep in touch, and maintain 7 Product
personal relationships, bringing 18-24 year-olds back to AIM. 9 ERICA
10 Creative
Now we’re talking. 22 Sweepstakes
23 PR
24 B2B
25 Media
29 Budget
Virginia Advertising Presents: 30
31
Evaluation
Five-Year Plan
The Now We’re Talking Campaign 32 Pitch & Sources
1

3. research
Virginia Advertising conducted extensive preliminary research to reach a comprehensive understanding of our
target market and its thoughts on AIM, social media, and communication. We then determined a set of research
objectives necessary for understanding the behavior of this target.
research objectives
1. Analyze AIM’s current position in the social media industry
2. Determine how 18-24 year-olds use social media
3. Explore how the target uses AIM Messaging and Social Media
4. Understand the aspects of communication that 18-24 year-olds value
primary research methods
focus groups
Virginia Advertising conducted 42 focus groups. Each group concentrated on one specific segment of our
target market: including high school students, college students, graduate students, and 18-24 year-olds
not pursuing higher education. Four to six respondents participated in each group.
surveys
In order to validate the key insights discovered during focus groups, Virginia Advertising created and
distributed surveys to 1,134 members of the target market across America. The surveys reinforced
focus group findings on the target market’s social networking use, online habits, and communication
preferences.
one-on-one
Virginia Advertising conducted 30 individual ethnographic studies and 13 one-on-one interviews to gain
insight into users’ day-to-day routines and their perceptions on communication.
secondary research methods
Secondary research methods focused on databases: e.g. comScore Media Metrix, The Nielsen Company,
Simmons Market Research Bureau, and SRDS Media Solutions, as well as news articles, company websites
and Census data. These resources provided raw demographic data and an objective view of the target
market’s habits.
1,134 survey respondents
236 focus group participants
30 personal ethnographies
+ 13 one-on-one interviews
1,413 total participants
2

4. what is social media?
industr y
The term “social media” defines a broad category of resources that allow people to share content,
opinions, and media online. Social media sites can be used as entertainment outlets, communication
tools, discussion forums, or platforms for personal expression.
The social media industry is dynamic and competitive. New sites are continually emerging with innovative ideas that
change the scope of the industry. Additionally, large companies such as Google, Yahoo!, and MSN have all tried to gain
influential positions in this industry. Through the development of new products as well as the purchasing of existing
sites, these industry leaders continue to increase their share of the overall market.
Like the others, AIM has attempted to penetrate multiple segments of the social media market.
type AIM offerings description competition
Messaging AIM Instant Messenger Instant, real-time, online Yahoo! Messenger,
communication Google Talk, Skype
Websites where entries are
Blogs AIM Comments, AIM frequently posted, usually Blogger.com,
Polls providing commentary on a thesuperficial.com
particular subject
Chat AIM Chat, Userplane Online group chatting Campfire, Paltalk
Online communities of people
Social Networking AIM Groups, AIM interested in passively exploring Facebook, MySpace,
Profiles, People the interests and activities of LinkedIn
Connection others
Media Sharing Bluestring, AIM Share Websites where users can YouTube, Flickr
upload, view, and share photos,
videos, music, etc.
implications of social media
As the social media industry continues to generate more applications, newer features, and larger networks, 18-24
year-olds spend more time viewing content than communicating with each other. As a result, social networking sites
encourage passive forms of communication, allowing 18-24 year-olds to keep track of their friends without actually
talking to them. This generation is losing active, personal, online communication.
where does AIM fit in?
AIM has the most recognized and widely used instant messaging platform in the United States, but is struggling to
extend this brand value to its social media products. AIM Social Media lags behind competitors because it has failed to
differentiate itself within the industry. AIM Instant Messenger was the first mover in its field to introduce widespread,
real-time communication online. However, AIM Social Media is a follower, imitating competitors’ platforms that
focus on passive, indirect communication. AIM has unsuccessfully put itself in direct competition with social media
powerhouses such as Google, MySpace, and Facebook. AIM needs to find its niche in this market.
3

5. key findings
social media usage
18-24 year-olds are driving the social media industry
In the last year alone, the target’s usage increased by 14% to just
under 122 million unique visitors
18-24 year-olds use social media to look, not to
communicate personally
18-24 year-olds spend a third of their online time looking at
social media
61.5% of 18-24 year-olds look at other people’s profiles more
than they care to admit
18-24 year-olds use multiple social media sites
67.1% of the target audience visit both Facebook and MySpace
They don’t use social media sites at the exclusion of others;
Google is used most for searching, Facebook for photo sharing,
and AIM for instant messaging
messaging and social media on AIM
18-24 year-olds have decreased usage of AIM
Since joining an online social network, the majority of IM users
have decreased their time spent instant messaging
18-24 year-old % usage of 62% say their AIM usage has decreased since high school
AIM products The target spends more time checking Away Messages and
Buddy Info than they do actively talking with their Buddies
18-24 year-olds are unaware of AIM Social Media
AIM Profiles, a branch of AIM Social Media, only reaches
0.3% of 18-24 year-olds online. In contrast, Facebook and
MySpace currently dominate this portion of the social media
market, with Facebook reaching 40.9% of 18-24 year-olds and
MySpace reaching 56.8%
84.5% of survey respondents use AIM Instant Messenger, but
only 6.3% use AIM Profiles
84% of 18-24 year-olds use only the basic instant messaging
AIM Instant function of AIM and are unaware of other functions. In
AIM Profiles
Messenger contrast, 97% of Facebook users are aware of extra features
such as mini-feeds and photo tagging
4

6. GenUs
conceptual target market
Dubbed by many as Generation Y, Millennials, or Generation Me, 18-24 year olds are known for their individualistic
and empowered attitudes. Yet, conventional labeling of this target focuses on their individualism and neglects the
importance they place on connecting with each other. Looking beyond this stereotype, Virginia Advertising found
that 18-24 year olds strongly value the relationships they have with their friends. Hence, Virginia Advertising named
them “Generation Us,” or GenUs, incorporating these overlooked values and emphasizing the fact that it takes more
than one person to communicate.
GenUs values
1. contact
GenUs wants emotional
closeness and personal
bonds. 2. companionship
GenUs needs strong connections
and relationships.
3. community
GenUs desires acceptance and
membership.
a need to be connected
Members of GenUs are experiencing many
significant changes in their lives. From
graduating high school to starting college or
getting their first jobs, they are linked together the test generation
by shared experiences. They look to friends
during these times of change and uncertainty. GenUs served as the test generation for
online social media, since it was the first
Primary research, however, shows that GenUs generation to grow up with the Internet.
struggles to maintain close friendships during They have embraced and supported social
these transitions. As members of GenUs grow media since its inception.
and move into new stages of their lives, they
want to reconnect with friends from their past, Nonetheless, the social media industry does
connect with those around them, and stay not currently fulfill this generation’s need
connected with their friends into the future. for personal communication. Focus group
participants noted that many “friends” on
Facebook and MySpace were nothing more
than acquaintances. GenUs desires closer
friendships and needs a better outlet for
personal communication.
5

7. strategy
Based on GenUs’ current beliefs about AIM Social Media, Virginia Advertising pinpointed five key insights that prevent
GenUs from viewing AIM as a cohesive social media platform. The Now We’re Talking Campaign solves these problems
by developing a strategy that brings personal communication to the forefront of AIM Social Media.
problems solutions
ineffective positioning reposition AIM
While AIM is the leading instant messenger, all Highlight AIM’s ability to enable real-time,
other AIM products are struggling to attract personal communication online. Position AIM
users. Rather than using innovation to garner as a complement to, rather than a competitor
users, AIM products simply imitate industry of, industry giants such as Facebook or
leaders. MySpace.
no clear purpose unify products
AIM Social Media lacks a clear, unified Center all products around the purpose
purpose. Users are not willing to spend the of enabling personal communication.
time to discover the potential benefits of AIM Offer features that facilitate meaningful
products. connections in the lives of GenUs.
lack of connectivity integrate and simplify aim.com
AIM Social Media products are unconnected Use aim.com as the hub that connects all of
and scattered across the web, making them AIM’s features into one central, easy-to-use
difficult to find. website.
lack of awareness educate GenUs
The variety of product features is so daunting Employ an integrated marketing campaign to
that the useful aspects of AIM Social Media inform GenUs of the features available on
remain undiscovered by GenUs. aim.com.
passive communication prioritize real-time communication
GenUs uses AIM as a force of habit to check Capitalize on this generation’s untapped
away messages or make quick plans with desire for personal and active online
friends. They have stopped actively engaging communication.
in conversations online.
positioning statement
In the Now We’re Talking Campaign, Virginia Advertising highlights AIM’s ability to facilitate personal
communication. The campaign also relocates AIM Social Media products to the newly simplified aim.
com. By providing GenUs with an outlet for personal communication, AIM will capture an unclaimed
niche in the social media spectrum.
6

8. produc t
the new aim.com
The new aim.com combines elements of AIM Profiles, Userplane, People Connection, Chat, Comments, Polls, and
Groups. This cohesive product can be reached from the Buddy List, thereby establishing a connection between AIM’s
popular instant messenger and its new website. User-specific profiles, content, and chat rooms make aim.com a
personalized outlet for communication.
The groups feature on aim.com offers users unprecedented levels of personal interaction. This new product is a
complete departure from AIM Groups as they are now. The new groups feature unifies all the most interactive AIM
features in a purposeful way. In these user-created groups, AIM members can talk in private chat rooms, plan events,
save files, and share opinions. They offer a benefit that cannot be found on other social media — an interconnected
community based on talking rather than looking. These groups present an opportunity for GenUs to connect to old
friends, co-workers, family members, classmates, and more. Target research singled out this feature as the reason
GenUs would use AIM’s new website — it is applicable to diverse groups like student organizations, intimate friends,
and study groups. With this new focus on community and communication, AIM emerges as the social social network.
splash page
aim.com The simple and clean splash page allows users
AIM Instant Messenger to access their AIM homepage when they are
users can reach their not on their home computer. Additionally, the
aim.com homepage log-in requirement gives a sense of exclusivity
by clicking this button and privacy that appeals to GenUs.
on the buddy list,
eliminating the need to
log in.
share my screen
Share My Screen takes advantage
of remote access technology to
allow users to treat their individual
monitors (screens) as one space to
share photos, documents and any
other content.
7

9. produc t
a look inside the new aim.com
time warner
today The site leverages Time Warner polls
Provides users with Media by allowing users to select, view, Based on group
personalized updates and share programming interests, users
on group events and
generate relevant polls
relevant content. Users
to spark discussion
tailor what news they
receive
filebox
Bluestring
technology
my groups allows
A forum for individuals and
groups to actively groups to store
communicate photos, videos
online and documents
city spotlight
A reflection
of AOL City
Guide that mobile
connects online Users can
networks to send and receive
events in their text message
city alerts about
group events
and updates
my events
advertisements
CircaVie technology provides an active Space for advertising borders the
timeline of personal or group events website, providing an improved
8
advertising layout

10. ERICA
ERICA (Eye-gaze Response Interface Computer Aid)
is patented visual software technology that tracks a
participant’s eye as it scans a website and records the AREA
length of time an individual spends on each section of A
that site. Virginia Advertising used this software to test
AIM’s current site and the proposed homepage. To test
information retention and preference, a questionnaire
was then given to each participant. Virginia Advertising
concluded the following:
current aim.com
Sporadic trackings across the current site showed that
there was no particular viewing pattern and that focus
was not given to any relevant section. The main area of
focus was the University of Phoenix advertisement (Area
A) as opposed to aim.com’s foremost features.
An overload of content caused many participants to
overlook entire areas of the site. The questionnaire
confirmed this assertion when participants mentioned
that the current website was too cluttered and difficult to
navigate.
new aim.com
The cluster of trackers within each feature showed
that the new site was easier for participants to
navigate and read through. With the Today section
serving as the center, participants followed a circular
AREA B
pattern around the website, viewing every section
and the content within it (Areas B and C) .
The new layout also allowed participants to easily
distinguish between the different areas of the site.
As a result, participants recalled more of the specific
AREA C
features from the new site when asked.
graphical viewing data
The 3-D bar graph to the left
T
indicates how long each subject
in
fixated on particular areas as
well as the percentage of total
w
viewing time spent there. The
v
results indicate that the time
r
spent on each section of the
s
page was proportional to the
p
amount of space allocated to
a
each section, confirming the
e
strategic layout of the site.
s
9

11. creative over view creative objective
Convince GenUs that AIM is the online social medium that most
effectively emulates personal, real-life communication.
creative research
To best understand the preferences and trends present among GenUs, Virginia Advertising conducted various creative
focus groups, interviews, surveys, and secondary research. This extensive degree of preparatory work provides a
strong foundation for every decision made with respect to the Now We’re Talking Campaign.
strategic goal
Throughout our campaign, every creative idea tailors specifically to the concept of personal communication. From the
intriguing Not Talking Teaser advertisements to the fully integrated Now We’re Talking Campaign, each advertisement
strengthens AIM’s image as an expert in connecting and communicating.
Through traditional social media, peer-to-peer communication has become passive and strikingly impersonal.
Both the Teaser and the Now We’re Talking Campaign focus on emphasizing the importance of communication and
the practical ease with which AIM delivers the ability to connect, reconnect, and stay connected with others. The
advertisements present this message through media relevant to the everyday lives of GenUs. Additionally, the Teaser
and the Now We’re Talking Campaign both focus on viral marketing to break through the clutter, spread buzz, and
allow AIM to establish a niche in the social media spectrum.
the year-long campaign is split into two sections:
1. the Not Talking Teaser 2. the Now We’re Talking Campaign
The Not Talking Teaser is a seven week long, After seven weeks, the Not Talking Teaser
unbranded teaser campaign that will generate completely transforms into the Now We’re Talking
interest and create buzz for the new, redesigned Campaign. In contrast to the Teaser’s empty
aim.com. With a thought-provoking approach atmosphere, the Now We’re Talking Campaign will
that focuses on what the world would be proactively offers a new and interesting look at the
like without simple communication, the Not art of communication. Additionally, the campaign
Talking Teaser highlights the need for real-time emphasizes features on the new AIM website, as
connections — a need that later is fulfilled by well as AIM’s already-established Instant Messenger
the many features of AIM’s new customizable program.
website.
creative components of Not Talking : creative components of Now We’re Talking:
non-traditional
Talking Billboards
Online Banner Ads
Chalk Ads
non-traditional Kiosks
traditional
Mission Video
Not Talking Billboards Commercial 1
Photo Ops
traditional Online Banner Ads Commercial 2
Commercial Coffee Sleeves
Chalk Ads Commercial 3
Print Coasters
Website Print 1
Cinema Ads
Flash Mob Print 2
Online TV Spots
Kiosks Print 3
Episode Ads
Scaffolding Posters
Branded Trains
Station Domination
College Halftime Polls
10 Bubble Blimp

12. strategic purpose
the teaser
The absence of a brand on the mysterious Not Talking advertisements invites investigation, driving GenUs to the
Teaser website. Focusing on out-of-home advertising gives the entire Teaser an omnipresence that makes it more
realistic and grounded. Also, the unique nature of the non-traditional and viral advertising will generate buzz and PR,
which can then be leveraged on NotTalking.com. Additionally, each advertisement links directly to NotTalking.com.
With its unique approach, iconic elements, and wide reach, the Not Talking Teaser is poised to get people talking.
the mood of the Not Talking Teaser
The mood of the Not Talking advertisements is mildly gloomy with an accompanying air of levity. The Teaser is not
designed to scare consumers, but rather to present them with a skewed representation of the world they live in.
The bleakness of the situations presented conveys a sense of urgency to GenUs, encouraging them to communicate
more effectively.
Not Talking advertisements
demonstrate the emptiness of a world without personal communication
intrigue GenUs, pique their interest, and produce excitement about the Teaser
highlight the need for personal expression and communication
promise an impending solution to the problems presented in the Teaser
symbols of the Not Talking Teaser
Despite the lack of an AIM logo on the Not Talking advertisements, the target will still perceive the advertisements as
part of a unified campaign due to a series of symbols present in each one.
the static speech bubble slogan countdown
The interactive slogan underscores all of the The counter, which counts down from
visuals of the Teaser. “Not Talking?” is a rhetorical the beginning to the end of the Not
question directed specifically at the target, and Talking Teaser, will create buzz and
an invitation to GenUs to consider the state of excitement around the teaser message
This speech bubble filled with static communication today. Additionally, the slogan and advertisements. Thematically, the
symbolizes the Teaser’s fixation on a world is also the Teaser web address, so there is an countdown sparks desire and expectation
without communication. It serves as the explicit link between every advertisement and within consumers for a redemptive solution
visual indicator of the Teaser. NotTalking.com. to the problems presented by the Teaser.
website
All traditional and non-traditional Teaser advertisements will
direct consumers to NotTalking.com, which will serve as the
viral hub of the Teaser. It prominently features web versions of
the traditional advertisements, as well as all other viral content.
The bottom of the site contains the official Teaser countdown in
real-time, as well as a link to information about the Not Talking
Sweepstakes. Additionally, Virginia Advertising purchased the
NotTalking.com domain name.
11

13. teaser traditional
print advertisement
The Teaser traditional advertisements convey the same sense of emptiness present in the rest of the Not Talking
Teaser. By keeping the same mood, symbols, and cast in both the television commercials and print advertisements,
the Teaser maintains a consistent style and feel. Additionally, the above print advertisement is a two-page spread,
completely capturing the viewer’s attention.
The café is an iconic meeting place and a familiar gathering spot for GenUs. The traditional Teaser advertisements
examine the effects of removing conversation from these societal forums of communication. The overbearing absence
of dialogue conveys a sense of empty discontentment, evident in the characters’ lackluster facial expressions and
mindless activities. Heightened sound effects in the television advertisement highlight this sense of absence. This
lack of communication intrigues viewers and the presence of the website address directs them to NotTalking.com.
:30 spot
A café that should be lively feels empty and bleak because people are not talking.
The commercial starts with The protagonist looks at others, He is met by blank stares. Everyone in the café is ignoring
television static and zooms out to trying to make conversation. each other.
show a café.
Sound effects are heightened to A close-up on the protagonist A wide shot of everyone The website address prompts
highlight the absence of talking. shows that he is dismayed and emphasizes the empty mood of viewers to find out more.
12
unfulfilled. the café.

14. teaser non -traditional
online banner ads
The banner ads will be featured on websites popular among GenUs.
Since the graphics are unbranded, the ads will stand out from others
on the page. The abrupt image of the static speech bubble piques their
interest and stresses the guerilla component of the Not Talking Teaser.
Relying on consumer curiosity and the convenience of a one-click
not talking?
link, the banner advertisements will be effective for leading users to
NotTalking.com.
flash mob
The “flash mob” is a revolutionary marketing concept in which a large group of
people assemble quickly in a public place to perform a synchronized, unusual
action for a period of time. They then quickly disperse, inspiring curiosity among
bystanders. Videos of flash mobs currently posted on the Internet have gotten
as many as 9 million views. In the Not Talking flash mobs, participants freeze in
the middle of conversation in busy public places. Videos of these flash mobs are
posted on NotTalking.com to generate conversation.
billboards
These sets of digital billboards give the Not Talking Teaser a presence
in major cities. The positioning of the static speech bubble gives the
impression that the people pictured are failing to communicate with
each other. The sporadic appearance of the NotTalking.com web
address engages the target, while the counter builds suspense for the
imminent launch of the website.
kiosks
In the Teaser, these kiosks act as sidewalk distractions designed to build buzz.
The countdown again builds suspense and intrigue for the end of the Teaser.
Additionally, to avoid public safety concerns, the kiosks will be labeled with
the NotTalking.com web address, and their installation will be cleared with city
officials before the Teaser launches.
scaffolding posters
To make these street-level posters more interactive, the static in the
speech bubble will be replaced with a quick response (QR) code. This new
technology allows passersby to photograph this barcode on their camera
phone, text it to the number provided, and receive a text message
containing information about the Teaser, including a live countdown.
chalkings
Environmentally-safe and city-approved chalk advertisements creatively promote
the Not Talking Teaser. Graffiti methods such as stenciling and chalking bring the
Teaser to the street in an engaging way.
13

15. now we’re talking
The Not Talking advertisements spark a desire in GenUs for talking, sharing, and expression. Consequently, at the start
of the Now We’re Talking Campaign, AIM can capitalize on those desires by appealing directly to the communication
needs of GenUs. The Teaser is timed to end the exact minute that the new website launches, and at the same moment,
the Now We’re Talking Campaign begins.
In contrast to the Not Talking Teaser, the atmosphere of the Now We’re Talking Campaign is optimistic and bright. The
campaign informs users of the new product attributes of aim.com through surreal imagery designed to highlight AIM’s
new social media features. The colors are brighter, the tone is lighter, and the problems posed by the Teaser are now
solved in the Now We’re Talking Campaign.
Most importantly, the Now We’re Talking Campaign respects the intelligence and maturity of GenUs. The Now We’re
Talking Campaign does more than just amuse or inform the target – it establishes AIM as a relevant and useful product,
allowing users to connect, reconnect, and stay connected with each other. The advertisements establish aim.com’s
new benefits as revelatory and practical. The site’s features are explained in an authentic and straightforward voice.
Creative executions of the Now We’re Talking print advertisements and television commercials are divided into three
phases, each focusing on a major reason that GenUs uses online communication.
Phase 1: Reconnect – To rediscover lost friendships from the past
Phase 2 : Connect – To foster relationships with those around them
Phase 3 : Stay Connected – To effectively keep in touch with friends into the future
Virginia Advertising designed this phased approach to maximize the effectiveness of the Now We’re Talking Campaign
and reflect the multi-faceted nature of AIM’s new website. Each phase emotionally appeals to a different way that
GenUs communicates online. In the first phase of creative executions, AIM prompts GenUs to rediscover friendships
lost over time. The second phase focuses on AIM’s ability to connect 18-24 year-olds with the people around them.
Finally, the third phase highlights the need to keep in touch with friends as time passes. The bottom copy of each print
advertisement emphasizes the specific product attributes of the new aim.com that help GenUs achieve the goals set
forth in each phase.
the anatomy of the slogan
now we’re talking
instant community communication
“Now” represents the immediate “We’re” signifies the “Talking” is the word that
communication offered by AIM. interconnected network of GenUs uses to describe
users AIM offers. what they do on AIM. They
don’t “chat.” They don’t
“IM.” They “talk.”
Finally, this slogan defines AIM’s new strategy — from this point on, it will focus solely on personal communication.
Additionally, the phrase Now We’re Talking is commonly used to signify a breakthrough; it represents a “eureka
moment.” Using it as AIM’s slogan shows that the Now We’re Talking Campaign is not only a solution to the problems
posed by the Teaser, but to the state of online communication as a whole.
14

16. now we’re talking
Now We’re Talking advertisements
motivate the target to think about the importance of personal communication
demonstrate the uniqueness and practicality of aim.com’s new integrated features
expand the target’s perception of AIM from an Instant Messaging client to a fully integrated and
forward-thinking communication tool
enable GenUs to connect, reconnect, and stay connected with their friends
The idea is to simply take AIM’s message off-line and into places where GenUs congregates and communicates.
By focusing the non-traditional advertising in cafés, subways, college restaurants, and other high-traffic GenUs
establishments, the Now We’re Talking Campaign associates itself with socialization and communication. By the
time the Now We’re Talking Campaign ends, aim.com will not only be associated with the concept of effective
communication, it will define it.
When the Now We’re Talking Campaign commences, all of the static speech bubbles reclaim their recognizable red
AIM filling. The bubble conversion provides a visual link from the Teaser to the Now We’re Talking Campaign, clearly
presenting a cohesive story for consumers to follow. Though familiar, the AIM bubble is currently dismissible in
consumers’ minds; however, re-introducing it as the symbolic replacement for static establishes AIM’s image as the
refreshing and logical resolution of the Not Talking Teaser.
not talking?
When the Now We’re Talking Campaign begins, the Teaser website redirects users to the new aim.com. There they
see a video describing AIM’s new mission.
communications mission
The goals and reasons for the Now We’re Talking Campaign
are described straight to the target in this dynamic and
thought-provoking video. The urgent tone of the video
establishes the need for GenUs to start communicating and
connecting on AIM. Word-of-mouth is the most common
reason for GenUs to visit a website, and this video’s unique
and memorable execution will generate talk about AIM
among GenUs.
15

17. phase 1
reconnect
The “reconnect” traditional
advertisements emphasize the
features of AIM that allow users
to rediscover old friendships.
The yearbook is a classic icon of
nostalgia with which GenUs can
identify. Yearbooks preserve
memories of old friendships that
have faded over time, and prompt
the question, "What are my friends
doing now?” By showing the people
in the pictures magically leaning out
of their frames to communicate and
share media with each other, the
advertisements demonstrate AIM’s
unique ability to revitalize personal
relationships.
:30 spot
Pictures in a yearbook come to life, symbolizing AIM’s ability to reconnect old friends.
4
The commercial opens on an A few pictures over, her friend calls They begin to happily The other pictures also become
unmoving picture of a girl in a her name and she comes to life. reminisce about their past. animated and share stories and
yearbook. information with each other.
A wide shot shows all of the The shot zooms out to reveal that Voiceover explains the new The AIM logo and Now We’re
yearbook pictures magically this is all happening on a laptop. features of AIM that apply Talking slogan appear.
16
interacting at once. specifically to reconnecting.

18. phase 2
connect
The “connect” traditional
advertisements depict AIM as an
effective means for mobilization,
socialization, and communication.
The employee of the month board
represents aim.com’s ability to
provide groups of GenUs with a
private environment for personal
interaction. The employees
pictured are planning a birthday
party for their co-worker,
emphasizing the features of AIM
that allow users to effectively
coordinate with their groups. The
magical interaction present in
these advertisements provides a
visual link to the other phases in
the Now We’re Talking Campaign.
:30 spot
Pictures of co-workers come to life to plan a party, representing AIM’s ability to connect members of groups.
The commercial opens on a café The pictures begin to move as one One employee walks through the Two other co-workers light
employee of the month board. employee blows up a balloon. frames, helping another put out candles on a cake together,
streamers. leaning out of their picture frames.
A wide shot shows all of the The shot zooms out to reveal that Voiceover explains the new The AIM logo and Now We’re
employee pictures magically this is all happening on a laptop.. features of AIM that apply Talking slogan appear.
17
interacting at once. specifically to connecting with
others.

19. phase 3
stay connected
The “stay connected” traditional
advertisements illustrate AIM’s
capacity to connect friends across
distances. In keeping with the
theme of magical interaction,
three friends talk face-to-face
from three different cities, sharing
media and staying updated with
each others’ lives. The visual style
of the advertisements focuses on
the features of aim.com that allow
GenUs to easily keep in touch.
:30 spot
A girl in a café magically talks with her faraway friends, showcasing AIM’s ability to help friends stay connected over time.
2 3 4
The commercial opens on a girl in a A close-up of the pictures shows Suddenly, the New York street On the San Francisco street, her
New York café, wistfully looking at that she is looking at her friends. magically transforms into friend appears and leans through
pictures. a San Francisco boulevard. the window to talk to her.
5 6 7 8
The other window becomes The shot zooms out to reveal that Voiceover explains the new The AIM logo and Now We’re
Washington D.C., and the second this is all happening on a laptop. features of AIM that apply Talking slogan appear.
friend magically leans in. specifically to staying connected
18
with others

20. transitionals
non-traditional
When the Now We’re Talking Campaign begins, several elements of the Teaser physically transform from their
previous Not Talking appearance to a new Now We’re Talking counterpart. These transitional advertisements provide
a conceptual link between the two stages of the campaign and offer solutions that directly resolve the dissonance
created by the Teaser.
online banner ads
Motion-based banner advertisements capture users’ attention as the Teaser’s static speech bubble morphs into a
colorful, branded link to the new AIM website. Since 87% of GenUs continually visits the same websites, repeated
exposure to AIM via banner ads on these websites will generate a positive feeling towards the product.
not talking?
kiosks
When the Teaser countdown reaches zero, the sidewalk distractions morph into usable AIM computer kiosks.
The transition physically represents a shift to the integrated website and practical message of Now We’re Talking.
Pedestrians are given a unique opportunity to not only try the new aim.com, but to also interact via video chat with
AIM computer kiosks in other cities.
talking billboards
Talking billboards interact with each other and consumers, putting a non-traditional spin on a traditional medium.
Two billboards, placed in close proximity to each other, digitally converse in AIM speech bubbles. The pre-
programmed conversation corresponds with the phases of the Now We’re Talking Campaign. Placed in cities with
high concentrations of 18-24 year-olds, the advertisements will reach a large number of GenUs.
I haven’t seen Yeah, how’ve
you since high you been?
school
19

21. non-traditional
out-of-home
GenUs is highly mobile — they are always on the go. The Now We’re Talking out-of-home advertisements are uniquely
designed to break through the clutter and capture 18-24 year-olds’ attention despite their busy schedules.
chalk
Now We’re Talking chalk advertisements depict surreal imagery concurrent with the theme
of the campaign. Executed in a compelling and artistic style, the chalking will expand
GenUs’ vision of AIM as a relevant and revolutionary communication experience.
photo opportunity
The interactive AIM Photo Op structure provides pedestrians the chance
to uniquely share their thoughts with their friends through AIM. Photo Op
participants type their message into a keyboard console, and it is displayed on
a digital speech bubble with which they can pose. The digital text in the bubble
visually displays the fulfillment of talking, while the resulting photo conveys the
personal nature of the message.
branded trains
Subway cars in select cities are fitted with AIM speech bubble wall-clings. The
bubbles contain different statements simulating conversations and are placed
to create the illusion that they are actually being spoken by subway passengers.
50 different branded trains in each chosen city will inundate GenUs with the AIM
brand.
station domination
AIM will brand five subway stations heavily frequented by GenUs in major
cities. Most of the advertisements expand upon the traditional print campaign,
featuring large wall posters of the same characters engaged in dynamic
interactions with each other. The rest of the station advertisements allow users
to interact with the campaign. Passengers walking idly through the station are
invited to communicate their thoughts by writing on a wall in a giant AIM speech
bubble.
online word-of-mouth
Word-of-mouth advertising strongly influences the opinions of GenUs.
Online videos are often shared and passed through networks of friends.
episode ads
To pique user interest, longer versions of the commercials will be
posted online to viral sites such as YouTube.com. These extended
versions allow consumers to engage with the commercials beyond
their television sets and give them an opportunity to interact with
AIM by creating imitation versions.
20

22. college campuses
non-traditional
College campuses are concentrated areas where almost half of 18-24 year-olds live and interact. They are highly
effective areas for intensive marketing because they are target-specific and target-relevant. College is a place where
viral content is culturally relevant and spreads quickly.
coffee sleeves
Coffee and café beverages are a cultural staple for GenUs. In 2007, 18-24 year-olds were
responsible for a majority of the increase in coffee and café beverage consumption in the
United States . Branded coffee sleeves contain the Now We’re Talking slogan along with the
aim.com web address. As the cup is lifted to the target’s mouth, the sleeve design creates
the illusion that the AIM speech bubble is being spoken by the drinker.
coasters
Bars and clubs are popular destinations for 18-24 year-olds on a typical night out.
Branded drink coasters will be distributed to bars in top college towns, and feature
artwork consistent with the traditional advertisements. The coasters present AIM as
a communication enabler and relate AIM to real-life socialization.
bubble blimp
This radio-controlled AIM blimp travels through college basketball arenas.
Branded with the logo, colors, and slogan of the Now We’re Talking
Campaign, it serves as a conversation starter.
college halftime polls
Millions of college students either attend athletic events or watch collegiate
sports on television, and basketball arenas are a great space for high-frequency
advertising. AIM advertisements are shown throughout college arenas, and an
interactive poll promotes the Polls feature by allowing GenUs to text in their
opinions during games.
multimedia
Members of GenUs grew up in a digital world, and thus, their attitudes and behaviors have been shaped by technology to an
extent far greater than previous generations. The Now We’re Talking Campaign appeals to GenUs specifically by speaking to
them through familiar multimedia platforms.
cinema ads online TV spots
The following spot runs during movies anticipated to be The following spot will also appear during online TV
popular among GenUs. Due to the captive audience in movie shows popular with GenUs. Consumers who watch TV
theaters, these advertisements will capture the target’s online are 47% more engaged than those who watch
attention. programs on TV sets.
the “Come Together” spot
premise: Groups of people congregate and socialize, symbolizing AIM’s ability to connect people.
Diverse groups of people walk They meet and begin to socialize A bird’s eye view shot shows that The AIM logo and Now We’re
21
determinedly to a central location. excitedly with each other. the people are standing in the Talking slogan appear.
shape of the AIM speech bubble.

23. sweepstakes
the Not Talking Sweepstakes
For the duration of the Teaser, AIM will run the Not Talking
Sweepstakes. This contest prompts NotTalking.com visitors to
create and submit their own commercial depicting other scenarios
where conversation is visibly absent. AIM will screen and post
acceptable submissions on the website, where users will vote for
their favorite videos. When NotTalking.com transforms into the
new aim.com, the video with the most votes will win the grand
prize.
Capitalizing on AOL’s relationship with Time Warner Media, the
winner and friends will be flown to a Time Warner studio to spend
a day on the set of a popular series, such as HBO’s Entourage. An
online video of their experience will be posted on aim.com, where
users can view and comment on it.
the Not Talking sweepstakes
engages GenUs in the Teaser
prompts user-generated content
encourages users to share experiences
the Now We’re Talking Road Trip
Branching off of the themes of the Now We’re Talking Campaign,
AIM will hold a Now We’re Talking Road Trip which will encourage
GenUs to reconnect, connect, and stay connected to their friends.
Participation in the sweepstakes will increase usage of Groups,
Events, and Polls on the new aim.com.
In November 2008, AIM will run television commercials to raise
awareness for the sweepstakes. The Road Trip bus will visit 10
selected college campuses where representatives will encourage
students to sign up through free promotional materials.
AIM will provide a state-of-the-art tour bus for a week-long road trip across the United States, driving the winning
group from New York City to Los Angeles. The winning team will update their group’s page on aim.com with videos
and blogs of their adventures, allowing users to stay involved in the sweepstakes as AOL’s Mapquest tracks the bus
across the nation.
what? how? why?
Upload content Teams of 5 share photos, videos, To allow GenUs to reconnect, connect, and stay
and stories about their friendships connected with friends through personal interaction
Teams encourage other users to vote To drive users to My Groups and Polls
via the Polls application; the team with throughout the sweepstakes, increasing traffic
Get votes most the votes by the end of February on aim.com.
2009 wins
To leverage AOL’s Mapquest, allowing users
The trip will be documented in March on to track the team’s progress and maintain
Watch the trip aim.com using Mapquest users’ interests in the promotion
22

24. public relations
PR initiatives
As a part of Virginia Advertising’s integrated marketing plan, public relations initiatives foster a positive perception of
the AIM brand in the minds of GenUs. This PR reinforces the main message behind the Now We’re Talking Campaign:
AIM is the instant, personal communication tool that connects users to one another through the revamped
aim.com. These PR efforts generate significant media coverage, both local and national, and engage GenUs with the
sweepstakes and the new aim.com.
Buzz-worthy non-traditional advertising will attract positive media attention. AIM will also provide media outlets,
such as television networks and magazine publishers, with media kits. These media kits include AIM promotional
items and press releases on each piece of non-traditional media. Meanwhile, the sweepstakes promotes national
awareness of the Now We’re Talking Campaign and the new aim.com.
philanthropic efforts
GenUs values social responsibility at home and abroad. AIM can capitalize on these values by creating a positive
brand image through philanthropic efforts.
“One-fifth of humankind is not enjoying
the fruits of the revolution in science and technology.”
— Ambassador Mbanefo, in a speech to UNESCO
The lack of Internet capability significantly limits the informational, educational, and economic growth and success
of these countries. With Internet access and proper education, people can utilize resources to reap the benefits of
digital trade, online libraries, online education, telemedicine, and global communication.
where does AIM come in?
As a part of the Now We’re Talking Campaign, AIM will work with the Global Alliance to Bridge the Global Digital
Divide, to leverage its core competency of communication and provide a vital resource to those in need. With
the Alliance, AIM will provide citizens of developing countries with computers, Internet access, and technology
education so they can share in the benefits of the Internet. GenUs is concerned with social responsibility, and AIM’s
participation in this effort will positively influence the perception of the AIM brand.
the global digital divide
63% of GenUs
feel personally
responsible for
making a difference
in the world.
Computers per 100 people
0-4.54 25.36-49.74
4.54-12.56 49.74-89
12.56-25.36 No Data
23

25. b2b
business-to-business advertising
The newly developed AIM website opens doors for a dramatic increase in advertising revenue for AOL.
Businesses have the opportunity to cater their marketing efforts to a highly motivated, highly engaged,
and highly targeted audience.
Virginia Advertising established one final objective to the Now We’re Talking Campaign: Enhance business-
to-business opportunities with companies seeking to reach GenUs. Experts on interactive media and
marketing industries project that spending on social media websites will escalate to $1.9 billion in 2010.
The campaign uses a
3-pronged approach to
achieve this objective:
1 Place print advertisements
in industry publications such as
Advertising Age. The advertisements
highlight the projected 80% of 18-24
year-olds targeted by the Now We’re
Talking Campaign.
2 Distribute press releases
to industry publications to promote
the innovative marketing approach
of the Now We’re Talking Campaign.
3 Improve aim.com layout to
more effectively draw attention to
advertisements.
24

26. media
media objectives
integrate advertising into media channels to which GenUs is frequently exposed
concentrate specific advertising efforts to geographic areas that reach the highest number of
GenUs for each media outlet
reach 80% of the target market during the campaign through the use of multiple, diverse vehicles
provide repeated opportunities for target market to experience advertising
maintain a budget of no more than $25 million, allowing 13% for production and a 5% contingency
for miscellaneous costs
media plan
Creative executions of the Now We’re Talking Campaign appear in the twelve cities with the highest concentration
of GenUs — eight of those cities are also top IM usage cities. Additionally, to reach out to college students, the
Now We’re Talking Campaign appears in the ten largest college campuses and the five largest college basketball
arenas in the nation. Virginia Advertising recommends that AIM focus a majority of its media dollars on those
areas to leave a deep impression on consumers. This plan is more cost-effective than focusing on the entire U.S.—
it reaches the greatest number of GenUs at the lowest cost. The exceptions to this media focus are TV, print, and
online initiatives, which appear nationwide.
media strategy
Virginia Advertising uses both traditional and non-traditional media, placing a heavier emphasis on non-
traditional advertising. In fact, 60% of all projected contacts will be achieved through non-traditional media.
Advertisements are placed where GenUs often socializes and communicates. By directing advertising dollars
into an array of coordinated media choices, Virginia Advertising ensures that the Now We’re Talking Campaign
delivers its message.
media tactics: TV
cable television
30-second ads during primetime hours of 8-11 p.m. and late fringe/night 11 p.m. – 1 a.m.
Rationale: Cable television allows AIM to speak to GenUs on a national scope.
Selections: National spots on the six cable networks with the highest reach of 18-24 year-olds
(MTV, Comedy Central, TBS, VH1, MTV2, Cartoon Network — Adult Swim)
Reach: 12,800,000
Network Frequency Reach of GenUs Cost per Unit Total Cost
MTV 256 12,196,000 $6,500 $1,664,000
Comedy Central 192 11,007,000 $3,000 $576,000
TBS 128 9,136,000 $2,500 $320,000
VH1 192 8,797,000 $4,000 $768,000
MTV2 256 5,914,000 $1,300 $332,800
CN- Adult Swim 256 5,177,000 $2,500 $640,000
Total 1280 12,800,000 $19,800 $4,300,800
25

27. media
media tactics: print
traditional magazines
Four-color, two-page spreads for Teaser
Four-color, one-page ads for campaign
Rationale: GenUs is more likely to be engaged while reading magazines targeted to their interests. 58%
of GenUS agrees that magazines help them learn about what is “in” and 72%
prefer reading magazines over finding the same information online.
Selections: Us Weekly, Cosmopolitan, GamePro, Rolling Stone, Cosmopolitan en Español
Reach: 14,458,000
Publication Frequency Reach of GenUs Cost per Unit Total Cost
Us Weekly 12 3,444,000 $168,180 $1,816,344
Cosmpolitan 8 5,343,000 $205,600 $1,480,320
GamePro 8 2,090,000 $30,000 $216,000
Rolling Stone 8 3,581,000 $157,880 $1,136,736
Cosmopolitan 4 43,520 $25,800 $103,200
en Español
Total 40 14,501,520 $587,460 $4,752,600
hispanic advertising
In order to capture the fastest growing ethnic
segment of the U.S. population, Virginia
Advertising created print advertisements to
specifically target the Hispanic market—relaying
the Now We’re Talking message in Spanish. By
placing the advertisements in Cosmopolitan en
Español, the campaign targets Hispanic women
aged 18-24. Cosmopolitan en Español is an
ideal selection as, on average, readers spend
1.5 hours with the magazine, read it 4.8 times,
and 61% save all or some of each issue they
read. A recent study by BIGresearch shows that
Hispanics’ purchases are influenced by magazine
advertising more than any other ethnic group,
verifying print as an effective medium to reach
Hispanics.
26

28. media
media tactics: non-traditional
online advertising
Banner advertising for all campaign promotions and advertisements during online TV shows
Rationale: Banner advertisements are effective for reaching GenUs at the point of purchase.
Selections: Facebook, MTV.com
Reach: 15,860,362
online word-of-mouth
Various free online methods for all campaign promotions
Rationale: Free online promotional methods are viral, create buzz, and allow GenUs to exchange
excitement about AIM.
Selections: Facebook, MySpace, Heyspread.com, YouTube, Blogs, Flash Mobs
Reach: 8,000,000
cinema ads
Cinema Ads shown in theaters in the top 12 Designated Market Areas (DMAs), June 24-July 24,
2009
Rationale: Cinema advertising has an average recall rate of 58%.
Selections: Movies released in July 2009, including the expected blockbuster Transformers 2
Reach: 2,118,306
branded trains and station domination
50 completely covered subway trains and 5 subway stations
Rationale: As many as 60% of GenUs use public transportation in large cities.
Selections: The top 5 DMAs for public transportation used by GenUs (NY, LA, Chicago,
Philadelphia, San Francisco) during the month of June—prime time for summer
traveling and internships
Reach: 2,182,879
kiosks
Two computer kiosks in each of the 5 DMAs
Rationale: Test kiosks featuring the new AIM offer a unique way for users to interact
with the product out-of-home, and also create brand awareness.
Selections: Two kiosks placed in each of the top 5 DMAs with the highest GenUs
population (NY, LA, Chicago, Philadelphia, Dallas/Fort Worth)
Reach: 1,735,200
guerrilla advertising
Spray chalking, sidewalk distractions, QR-coded scaffolding posters in cities
Rationale: Guerrilla efforts are an inexpensive way to create buzz and brand awareness for both
the Teaser and the new product launch.
Selection: Guerrilla advertising in 12 DMAs with the highest population of GenUs
Reach: 5,717,700
27

29. mediatalking billboards
Digital billboards placed in top DMAs
Rationale: Interactive billboards engage 18-24 year-olds in an innovative way.
Selections: The billboards are located in the 5 DMAs with the highest population of GenUs
(NY, LA, Chicago, Philadelphia, Dallas/Fort Worth)
Reach: 2,313,600
college outreach
Coasters, coffee cup sleeves
Rationale: 66% of GenUs are full-time students. Additionally, buzz travels quickly in colleges due to tight
social networks.
Selection: 10 colleges with highest enrollment (Ohio State, University of Florida, Arizona State,
University of Minnesota, University of Texas at Austin, University of Central Florida,
Texas A&M, Michigan State, Penn State, University of Wisconsin)
Reach: 462,579
college basketball
Digital advertisements around arena, bubble blimp, interactive polls
Rationale: Basketball arenas are a more intimate setting than football stadiums, facilitating more
interaction and higher recall.
Selection: 5 largest college basketball arenas (Syracuse, Tennessee, Kentucky, UNC, Georgetown)
Reach: 24,692/game
sweepstakes
Not Talking Sweepstakes and Now We’re Talking Road Trip
Rationale: Sweepstakes engage AIM users with the campaign and drive traffic to the
NotTalking.com and aim.com websites.
Reach: 4,500,000
PR initiatives & philanthropy
Media kits, talk show appearances, partnerships, and philanthropic efforts
Rationale: Media kits will help promote the new AIM and sweepstakes while
partnerships play on the fact that GenUs is generally more trusting of third party opinions.
Additionally, philanthropy efforts create a positive image for the AIM brand.
Selection: Media kits sent to targeted cable networks, consumer magazines, and popular talk
shows as well as the 6 largest and most connected college campuses visited by the AIM
bus to promote the Now We’re Talking Road Trip
Reach: 25 kits sent to our selected cable networks, consumer magazine publishers and
universities
B2B
Four color, 1 page print ads in Advertising Age
Rationale: Advertising Age is a publication that is read by many agencies. Media planners will see
the advertisement and realize that they can advertise on AIM through group pages.
Selection: Advertisements run 8 times during the year in Advertising Age
Reach: 8,071 Media Planners and Buyers
28

30. campaign budget
budget
Average Cost Total Cost
Units (per unit in $) (in $)
Traditional Media
Cable TV (:30s) 1280 see TV chart $4,300,800
Print 40 see Magazine chart $4,752,600
Total Traditional Media $9,053,400
Non-Traditional Media
Online
Banner Ads 2 months $ 253,275 $ 506,550
Online TV Spots (:15s) 10,000,000 $25/1000 visitors $ 250,000
Online Word-of-Mouth N/A N/A $ -
Total Online $ 756,550
Out-of-Home
Cinema Ads 144 $ 2,871 $ 413,424
Branded Trains 50 $ 44,000 $ 2,200,000
Station Domination 5 $ 600,000 $ 3,000,000
Kiosks 10 $ 5,000 $ 50,000
Talking Billboards 40 $ 5,000 $ 200,000
QR Codes 285,000 $ 1 $ 285,000
Guerrilla Posters N/A N/A $ -
Photo Opportunity 12 $ 2,500 $ 30,000
Spray Chalk Ads N/A N/A $ -
Total Out-of-Home $ 6,178,424
College
Coasters 526,316 $ 0.19 $ 100,000
Coffee Sleeves 3,333,333 $ 0.03 $ 100,000
College Basketball 5 schools $150,000/season $ 750,000
Total College $ 950,000
PR
Not Talking Sweepstakes N/A N/A $ 5,000
Now We’re Talking Road Trip N/A N/A $ 500,000
Media Kits 25 $ 10.67 $ 267
Philanthropy N/A N/A $ 250,000
Total PR $ 755,267
B2B
Print 12 $ 30,600 $ 367,200
Total B2B $ 367,200
Total Non-Traditional Media $ 9,007,441
Total Media Budget $18,060,841
Production Costs (15%) $ 3,750,000
Contingency (5%) $ 1,250,000
Permissions & Royalties $ 500,000
Total $23,560,841
campaign timeline
Sept 08 Oct 08 Nov 08 Dec 08 Jan 09 Feb 09 Mar 09 Apr 09 May 09 Jun 09 Jul 09 Aug 09
Cable TV (:30s)
Weekly Print and B2B Print
Monthly Print
Banner Ads
Online TV Spots (:15s)
Online Word-of-Mouth
Cinema Ads
Brand Trains and Station Domination
AIM Kiosks
Talking Billboards
QR Codes
Guerrilla Posters
Sidewalk Distraction
Spray Chalk Ads
Coasters
C0ffee Sleeves
College Basketball
Not Talking Sweepstakes
Now We’re Talking Road Trip
PR Initiatives
Philanthropy
29

31. evaluation
Virginia Advertising’s Not Talking Teaser and Now We’re Talking Campaign will reach 80% of GenUs. The
following chart details how the Teaser and the campaign meet the objectives Virginia Advertising set out to
accomplish.
objective tactic evaluation
Increase trial and The Not Talking Teaser highlights Measure the success of these three
grow usage of AIM the need for talking among GenUs, important benchmarks:
products by 15% while the Now We’re Talking
Campaign shows that AIM is the Increase trial of new users by 760,000 via
best product to meet this need. piquing their interest in AIM
Virginia Advertising establishes
AIM as a cohesive, purposeful social Increase usage of active users by 49.9
media tool that facilitates personal minutes per month via educating them on
communication and adds value to the benefits of the new aim.com
the lives of GenUs Get inactive users to start logging into AIM
again by reminding 95,000 former AIM users
of the value of talking
Bridge the gap The new aim.com website combines Measure the number of hits and minutes
between AIM all of AIM Social Media into a spent per month on aim.com. Conduct a
Messaging and AIM cohesive product while linking it to benchmark study at the beginning of the
Social Media the Buddy List Teaser and the end of the campaign
Increase AIM brand The Now We’re Talking Campaign Measure awareness through focus groups,
awareness educates GenUs about the features surveys, AIM keyword searches, traffic to
of aim.com, and reinforces the fact aim.com, and bookmarking
that AIM stands for active, instant,
personal communication
Enhance business- Virginia Advertising uses print Measure the increase in advertising revenue
to-business advertisements and press releases from AIM Instant Messenger and aim.com
opportunities with to promote the Now We’re Talking
companies seeking Campaign, as well as to improve
to reach GenUs aim.com’s advertising layout
30

32. five-year plan
After the conclusion of the Now We’re Talking Campaign, AIM must maintain its positioning as the place to go for
personal communication. To assist them in this regard, Virginia Advertising developed a five-year plan to build on the
momentum generated by the initial 12-month campaign period.
Now We’re Talking Campaign: future goals
As the Now We’re Talking Campaign comes to a close in August 2009, the following goals provide a map
for AIM to follow in order to keep increasing its user base.
mobile Smartphones, mobile phones with PC-like capabilities, are expecting double-digit growth over the
next five years. To remain relevant, AIM needs to establish itself in the mobile realm. GenUs will be
able to stay in contact with their friends even when they are not at their computer, through text and
instant messages, uploading content to their group pages, and receiving personalized content on their
phones.
alliances/ implications of the Bebo acquisition:
acquisitions AOL’s acquisition of the social networking site Bebo is primarily intended to boost AOL’s presence
abroad and draw in revenue through engagement advertising. Cannibalization of aim.com should not
be a concern. Although Bebo offers groups, aim.com will be viewed as the expert in groups, giving
it a niche appeal. One advantage of AOL’s purchase of Bebo is its ties to cellular carriers. Cost is one
roadblock to widespread usage of mobile services. However, ad-supported cellular would drive down
costs, thus encouraging users to take greater advantage of AIM’s new mobile capabilities.
implications of the strategic alliance with Google:
There are two primary benefits from AOL’s strengthened alliance with Google. The first benefit is in
search capabilities. Now, AOL content can be found through Google search, the leading search engine
for GenUs. This ability to find relevant AIM content, will drive new traffic to aim.com. The second
benefit comes from the alliance with GChat. As an up and coming IM platform, this partnership reduces
the competition that would exist between the two.
market The Now We’re Talking Campaign seeks to add a hook for 12-17 year olds. One of AIM’s strong points
is the fact that people continue to use it out of habit. Therefore, AIM needs to foster these ties when
expansion
users are young. Moreover, this group is coming of age at a time when mobile capabilities are at the
forefront of technology, making 12-17 year-olds digital and mobile natives. This makes the integration
of mobile in the next five years a natural and intuitive step.
staying As social networking sites continue to develop their own instant messaging platforms, AIM needs to
differentiated continue to establish itself as the place to go for personal communication. AIM should not replace
other social networks, but rather serve as one component of a user’s social experience.
open AIM The newly released Open AIM 2.0 embraces the industry trend of a more open Internet. AIM needs to
continue to open its platform to other instant messaging providers, as is executed effectively in AOL’s
2.0
current relationship with Google. The ability to talk to other friends regardless of their IM provider
incentivizes people to sign back on to AIM.
31