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MCI Friends Around the World Anytime
60/40% Promotion (Asian Market)

RAN IN: United States

CLIENT
MCI Communications Co.

AGENCY
Lee Liu & Tong Advertising Inc. *Lead Agency


SUMMARY

MCI's 60/40 promotion was launched to curtail AT&T and Sprint's efforts challenging MCI as the price leader in the Asian market. By offering the lowest promotional rates ever, MCI saw its sales soar during that period. The campaign was made effective by a total synergistic effort involving print, broadcast and direct mail thereby providing complete geographic and demographic coverage. The strategy of creating culturally relevant executions per Asian ethnicity while maintaining a singular unified marketing objective resulted in unprecedented success.


Language: English