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    « Zellers Toyland Christmas DM | Main | LifeScan "Inspiration" campaign »
    Tuesday
    Jan192010

    Sprint "ascenda" small business campaign

    the challenge: to make inroads in the small business segment by addressing the "heroic" impulse of small business owners – those people who saw themselves as the "good guy" who didn't have the resources to compete with the big guys

    the creative strategy: to help them understand that their goals were finally within reach because the tools they needed for success were now within reach

    the execution: the DRTV launched the upstart, "take on the giant" tone of the campaign and let small business owners know that they had an ally; the DM put "the golden egg" in the hands of small business owners – a CD containing the tools to market themselves and truly compete with larger organizations, helping them to achieve their personal and business goals

    the result: ongoing issues with the product and production delays contributed to weak response, and a follow-up campaign to overcome these issues was cancelled as the end of the "tech boom" became evident

    the team: Michael Arismendez (AD), Scott McKay (CW), Fransi Weinstein (CD) at BBDO Response

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