Internet & Telecom
Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc.
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PROGRAM
1999 SILVER
Pages of History
SkyTel's "Pages of History" campaign hit squarely at the anxiety people feel about whether they'll get all the pages they're sent. To firmly establish SkyTel as the "gold standard" in wireless messaging the tongue-in-cheek advertising highlighted the trouble you could have avoided had you used SkyTel. The result: leads and unit sales were more than six times base-period levels.
Brand:
SkyTel
Client:
SkyTel Communications, Inc
Agency:
Suissa Miller Advertising
Language:
English
1999 BRONZE
Nothing To Hide
The "Nothing to Hide" campaign was created to educate people about the "no hidden charges" advantage of the AT&T One Rate Calling Card so they would enroll in the plan. The key insight that drove the effectiveness of the creative was that nobody likes to find out they've been misled an dripped off-- it makes them angry-- and that anger prompts them to action. Our creative dramatized our competitors hidden charges and literally handed consumers our calling card which they could lift off and call AT&T to activate
Brand:
AT&T
Client:
AT&T
Agency:
FCB New York
Language:
English
1998 GOLD
Second Lines
Southwestern Bell's Additional Lines campaign not only met, but exceeded by 25%, the challenge of increasing penetration of second phone lines among residential customers. The campaign accomplished this by expanding the target beyond parents-of-teens to include telecommuters and PC/on-line users. The advertising addressed a common need across each target segment with specific creative messages, then deployed media tactics and support programs in an integrated effort to reach the goal.
Brand:
Southwestern Bell Additional Lines
Client:
SBC Communications
Agency:
D'Arcy
Language:
English
FINALISTS
Airtel
Giving India a lost piece of its history
T-Mobile Puerto Rico
Global, sin límites
Entel Perú
En familia ahorramos más con las nuevas Líneas Adicionales
