Agency: GJP Advertising |
Covad Communications – The Ringing
Winner: Events, Seasonal & Short Term - Bronze
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): May-June 2005
Start of Advertising/Communication Effort: May 2005
Base Period for Comparison: Historical data (note: the campaign ran in New York, Baltimore, Washington DC, Chicago and San Francisco/Oakland)
As a relatively unknown player, with limited marketing dollars, Covad Communications sought to break the dominance of the telcos by introducing a Voice over Internet Protocol (VoIP) based business-class service to small and medium businesses in the US.
Consider the challenges.
Although VoIP is far superior in cost savings...