I ran the Qwest account when I was a VP at Foote, Cone, and Belding. The telecom business is heavily retail – complete with last-minute price wars, special offers, and feature points galore. But the client knew that people hate the telecom business, so creating an authentic and likable brand was also very important. The spots were directed by Craig Gillespie (I Tonya, Cruella, Lars and the Real Girl).
ELEMENTS: Television, Print
RESULTS: The campaign increased sales by 7% (during two quarters) and customer churn slowed by 40%.