Visibly Moving Creative: Ameritech (AT&T)

The Challenge

Technical product creative works best when it turns something invisible into something the audience can actually picture. 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 a single-concept Direct Marketing campaign, supported by online media and other collateral, that could be versioned for two very different audiences without losing a consistent core idea. A product this technical needed creative that made the benefit instantly understandable, whether the viewer ran a business or just wanted to check on their house.

Our Solution

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. The client never shared performance data on this one, but the creative concept remains a good example of turning a technical product benefit into something genuinely memorable. See more of our work turning dry, technical stories into a brand that actually connects.