Covad Communications - The Ringing

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, based on a horror-based campaign called 'The Ringing.' Among other results, the campaign generated almost 60,000 unique site visitors, and lifted Covad's advertising awareness from dead last to number seven.
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...

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