AOL got off to a rocky start in Brazil after some consumers complained that AOL's CD-ROM automatically changed their default browers.
Since the turn of the year, the Brazil Internet market has changed dra-matically, with the arrival of free Internet access from providers like IG (Internet Gratis or Free Internet). Several of the major portals are launching free access services including Universo Online's "Netgratuita."
AOL, which continues to charge for its service, is airing a new advertising campaign created by Lowe Loducca Sao Paulo featuring celebrities talking about how easy it is to use AOL.
"The new campaign shows how consumers can read news in real time, make flight reservations, cancel sent e-mails, take part in chats, among many other things. This campaign has the objective to show why America Online is the biggest in the market," says Alexis Pagliarini, accounts manager at the ad agency.
Copyright February 2000, Crain Communications Inc.