Internet & Telecom

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

1997 SILVER

The Dime Lady

The Dime Lady campaign firmily entrenched Sprint as the company offering simple, easy to understand saving with the dime-a-minute rate. Sprint took a leadership role in the marketplace as the company with the simple flat rate, causing major competitors to respond, as they experienced custimer base erosion. By dimensionalizing and "owning" dime, Sprint increased its customer base while retaining exsiting customers to gain a stronger position in an increasingly competitive environment. The unprecedented success of the campaign is evident in the acheievement of call volume, sales, and customer retention objectives.

Brand: Sprint
Client: Sprint
Agency: JWT West
Language: English

1997 BRONZE

Can Your Pager Do That?

The overall goals were to lower cost per lead and sales. By establishing SkyTel as the name to turn to for wireless paging, the campaign focused people's attention on the superiority of the SkyTel service by asking the rhetorical question: Can Your Pager Do That? Cost per lead and cost per sale dropped by 50% and 33% respectively.

Brand: SkyTel
Client: SkyTel Communications, Inc
Agency: Suissa Miller Advertising
Language: English

1996 GOLD

Clarification

Since the 1984 break-up of AT&T and the creation of the regional bell operating companies Americans have been confused over just who provides their local phone service. It's a natural market condition that very much favors AT&T. With choice for local phone services just around the corner, a potentially disastrous identity issue had to be overcome: Ameritech had to convince customers they weren't part of AT&T-over 50% of customers believed the companies were related. The campaign objective was to target Ameritech's higher end customers with a direct simple messaging strategy that would 1) communicate the fact the "we're not AT&T," and 2)restore Ameritech's image as the areas "reliable" and "local" service provider- and timing was of the essence as there were just weeks to meet the set objectives.

Brand: Ameritech
Client: Ameritech Corporation
Agency: Fallon McElligott
Language: English

FINALISTS

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