Best Telecommunication Integrated Ad Campaign

A game-changing direct mail experience
As far as pure lead generation campaigns go, they don’t get more technologically advanced than this. Marrying traditional media (variable data dimensional direct mail) with digital (email, microsite, and augmented reality), this campaign was a clutter-buster for our client TW Telecom.
Objectives
• Engage IT decisionmakers to set up sales meetings with TW Telecom reps through incentive-based direct marketing
• Use technology as a demonstration of TW Telecom’s core capability and service offering.

Approach
This campaign is an excellent example of the impact of new technology in a traditionally sales-driven organization. This campaign used Augmented Reality to incentivize recipients of direct mail and email to visit a registration site. Coupled with a webcam giveaway when you registered to meet with a salesperson, this campaign tied disparate media together in one cohesive effort to drive registration and sales.
Campaign Results
19% Response Rate

6% Meet Rate (registration for incentive)

$6.0 Million in Revenue

65x ROI

Contributors:

Partner:	Aaron Batte
Account Supervisor:	Patrick Farrell
Account Manager:	Jeff Redington
Creative Director:	Dan Schrad
Associate Creative Director:	Cole Sletten
Art Director:	Olivia Peralta

FACTION MEDIA

Location: United States