Visibly Moving Creative: Ameritech (AT&T)
Ameritech was launching a new web-based remote monitoring system—ideal for businesses with multiple locations or departments, or for residential consumers checking up on a vacation home, the dog trashing the furniture, or their teenage kids—within its multi-state territory. The challenge was to create and develop a single-concept Direct Marketing campaign (supported by online media and other collateral) that could be versioned for business or residential.
The product gave the viewer the ability to see what was going on in another location without leaving their desk or place of work—like a fly on the wall. We developed an online ad campaign and multi-component direct mail piece that played up this idea, going as far as multiplying the cover image many times over to mimic a fly’s vision.
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