MCI
MCI Canada Brand
A high-end lead generation program to capture prospects’ contact information and sell value-added services under new brand name, formerly Worldcom.
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
