Internet & Telecom
Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc.
This is a case of how 3rd place long-distance company Sprint, living in the shadow of telecom giants AT&T and MCI, in a category that spends in excess of a billion dollars in advertising, was able to make the other guys blink. Embroiled in a price war. Sprint had to find a new way, beyond absolute price, to deliver value to the customer. Through careful target selection and keen consumer insight Sprint's "Night Fever" campaign generated the highest call volume and sales rate of any new product launch in Sprint's history. Additionally, it derailed both AT&T's and MCI's existing strategies, requiring them to quickly change focus, and aggressively respond to the underdog.
Agency: McCann-Erickson New York
Through creative use of "cult-actor-approaching-mainstream-popularity" David Arquette, the "Chance Encounters" campaign for 1 800 CALL ATT has made the brand more relevant to teens & young adults, thereby driving dramatic business gains. In just one year, this campaign turned 1800 CALL ATT from a dying brand (declining 30%/year) into a thriving brand (growing 15%/year).
Agency: FCB New York
The Live Wire of Communication
In the true spirit of entrepreneurialism, RCN was conceived as a means of capitalizing on the vast new opportunities created in the aftermath of deregulation. But the challenges were daunting. We were asking consumers to completely rethink the category. Despite their frustrations with their long-term service providers, they had never before heard of RCN and would find it difficult to trust a new comer with as fundamental a need as phone service. Our challenge was to present RCN not only as a credible telecommunications alternative, but to raise the consumer's comfort level and reduce the perceived risk associated with switching providers.
Client: RCN Corporation
Agency: Angotti, Thomas, Hedge, Inc.