MCI Worldcom, Inc.: 1-800-Collect campaign

MCI Communications Corporation created a new product category and offered consumers a choice in long-distance telephone carriers with a service it promoted as "America's least expensive way to call collect." Most collect calls were made by young people calling home, and MCI hoped to encourage their families to pressure them into choosing the most affordable carrier.

MCI Worldcom, Inc.: 1-800-Collect campaign

Susan Risland

Overview

MCI Communications Corporation created a new product category and offered consumers a choice in long-distance telephone carriers with a service it promoted as "America's least...