MCI Canada

Situation:

MCI was the pioneer of VOIP. However, nobody but the IT guys knew what it was. Furthermore, IT guys are typically treated as aliens. Upper management has difficulty relating to them.

Insight:

IT guys are often frustrated. Companies don’t often move fast enough for them in understanding the advantages of investing in technology. They often feel like they’re teaching ADD kids in school.

Effects:

This was the first campaign to directly connect a TV campaign to a website in Canada and perhaps the world. Where the TV spot ended is where the website started, interactively and virtually bringing the viewer into the classroom. When MCI was sold to Verizon, they picked up the campaign theme and ran it nationally in the U.S.