Qwest Business
Qwest Targeted Accounts Campaign
Published on: 
2011
Creative Direction
  • Qwest Targeted Accounts Campaign
    Cutting through with relevance and authenticity
  • How do you get the attention of the Chief Information Officer at a Fortune 500 and start a conversation about a new network provider. Qwest asked us this tough question back in 2009, and the answer was simple. Show, don't tell. We worked closely with Qwest's Sales Engineers to uncover what we could deliver that would be relevant to the CIO. It turns out that Qwest had everything they needed at hand. Leveraging their network architecture software, we got them to create a customized network plan that mapped each target's locations to the Qwest fiber network. Qwest engineers also developed a deep drilldown on each location and proposed a simpler yet more powerful set of solutions to take their network to the next level.

    We delivered this network map in a large green tube and kept the marketing language to a minimum to let the authentic voice of the salesperson shine through. The package is an authentic representation of the smarts, agility and authenticity that the Qwest sales team. The personalized microsite that targets were directed to gave prospects the reassurance they needed to make contact and start a strategic conversation with the sales rep.

    Qwest (now CenturyLink) continues to run this campaign almost three years later and its still delivering. Recently one company we targeted contacted Qwest. They had kept the map for over a year and when they were ready to upgrade, Qwest was top of the list. Who keeps a Direct Marketing piece for a year? Turns out when its relevant, customized and authentic, quite a few Fortune 500 CIO's do!