Internet & Telecom

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

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

1998 SILVER

Get Smart

Nextel, an unknown digital cellular telephone service in a category dominated by some of the biggest brand names in America, set out to do the impossible - sign up one million new subscribers and build a recognized brand name within one year. Using single-minded messages that focused on its key differences, like no roaming charges, one second rounding and Nextel Direct Connect, it suggested that it was the most intelligent choice for business cellular users. As a result, it took the category by storm, achieving its objectives, and establishing itself as one of the nation's top three national digital carriers.

Brand: Nextel
Client: Nextel Communications, Inc.
Agency: Mullen
Language: English

FINALISTS

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