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WebEx customers help create new ads; Company uses online focus groups to choose ads for campaign featuring Lily Tomlin's `Ernestine'.(Advertising)
B to B, September, 2003
Byline: KATE MADDOX
WebEx Communications Inc., a San Jose, Calif., developer of Web conferencing software, asked its customers to help call the shots while creating a new TV campaign that broke last week. The new effort is a continuation of "The New Ringy Dingy'' campaign that launched in January, starring comedian Lily Tomlin.
The ads revive Tomlin's switchboard operator character "Ernestine'' from the "Laugh-In'' TV series of the 1970s, but this time Ernestine is a global telecommunications consultant who helps businesses figure out how WebEx software can solve their problems.
The original campaign was developed by BigMouth, a San Francisco advertising agency. The newest executions were developed in-house by WebEx. The campaign, which...
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