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


Business Results Period (Consecutive Months): May-June 2005

Start of Advertising/Communication Effort: May 2005...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands