Internet & Telecom

Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc.

2004 BRONZE

Carrot Top: 1-800 CALL AT&T for Collect Calls

The three things to remember about this EFFIE entry: 1. CALL ATT had to break phone calling behaviors of an almost Pavalonian magnitude. 2. The combination of celebrity spokesperson and easy-to-remember dialing mnemonics was successful in teaching a new dialing behavior and driving usage. 3. The results, particularly the market share gains and over-delivery on revenue targets, demonstrated that the strategy and creative were successful in growing the CALL ATT brand and business.

Brand: AT&T
Client: AT&T
Agency: Young & Rubicam New York
Language: English

2004 BRONZE

Believe

Online dating is one of the fastest growing categories on the Internet, and central in Yahoo!'s strategy of increasing revenue from subscription-based services in 2003. The key to leadership in this new category is to encourage postings, particularly among women, which drive the subscriptions of young men. Agency research identified an opportunity to increase postings of personals by appealing to women's belief in the power of fate, and in the power of Yahoo! Personals to give fate a nudge. The campaign increased top-of-mind awareness of Yahoo! Personals by an average of 120% in key advertising markets, while both postings and subscriptions increased by 40% over campaign objectives.

Brand: Yahoo! Personals
Client: Yahoo!
Agency: Black Rocket Euro RSCG
Language: English

2004 BRONZE

T-Mobile National Launch

David and the Four Goliaths Just what the world needs, another wireless carrier. Or is it? T-Mobile was a new brand entering the most competitive category in the US, if not the world. We took on the 4 Goliaths (AT&T, Verizon, Sprint and Cingular) with a fraction of their ad spend and knocked them on their heels. We broke through to a savvy and cynical customer with a new and relevant value equation: "Get More", which translated into way more than our fair share of the market

Brand: T-Mobile
Client: T-Mobile USA
Agency: Publicis West
Language: English

FINALISTS

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