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AT&T Broadband
In 2002, AT&T Broadband determined that they needed a new strategy to continue gaining
broadband Internet customers. Our solution was to target dial-up loyalists - people who already used
the Internet and
were familiar with computers, but continued to remain loyal to their dial-up connection.
Many of these customer remained loyal to AOL simply because they had never tried another
type of connection. Our
creative solution was to compare dial-up connections to other types of "antique
technology," using old photographs from the Denver area. The campaign was extended across
newspaper insert advertising in the Denver Post, direct mail, postcards, door hangers, and
other local newspaper ads. |
