MCI Canada is a global leader in IP communications. MCI Canada (formerly WorldCom) had recently changed their brand and adopted the US name of MCI. The name MCI Canada had very little brand awareness among the business community in Canada. MCI Canada presented this challenge to Henderson Robb:
- Create an awareness of the MCI Canada brand
- Educate the Canadian business community on the extensive breadth of IP services
- Communicate MCI as a global communication leader
Henderson Robb developed a multi-platform, cross Canada, brand awareness campaign. This year long campaign that concentrated on four key levels of MCI business – Hosting, Voice, Conferencing and Access. The creative theme, “I’m the ONE” worked to promote the global leadership positioning and worked well to educate Canadians on the category expertise
– IP Communications leaders for all IP business. The campaign elements included:
- Radio buy in key Canadian markets
- Full page print ads in key Canadian business publications
- Targeted direct mail initiatives to business decision makers and influencers
- Extensive business-to-business telemarketing to hot prospects within the Canadian business community
The MCI Canada – I’m the ONE campaign:
- Resonated with business Canadians. A brand awareness survey indicated a lift in brand awareness and product knowledge after only 4 months in market.
- Telemarketing campaign was successful in securing many new leads for the MCI sales team.
- Creative materials were well received by prospective clients and internal sales team.
