CHALLENGE: The need for speed.

A provider of local, long distance, Internet and broadband services to consumers in 22 states, CenturyTel sought to increase high-speed Internet sales. Research and analysis convinced us that speed was the key to selling high-speed Internet. CenturyTel’s high-speed Internet service was consistently as fast as, or faster than, its competitors. They just needed to get the word out. With that in mind, an integrated campaign was developed.

STRATEGY: Think fast.

CenturyTel was a leading provider of the most up-to-date communications technology, so the tone of the campaign had to be contemporary, high-tech and Internet-savvy. The winning concept – “Think Fast” – involved a series of semi-anthropomorphic images (half human face/half computer mouse) acting as direct interpretations of the campaign theme. Full-page, four-color newspaper ads were effective in quickly building reach. The integrated campaign also included direct mail and retail store posters to reach existing customers. Because of the obvious tie-in for communications technology and because Internet use ranked well above average for the targeted consumer segment, a significant portion of the overall media budget was invested online. The campaign launched in late 2006.

RESULTS: Goals were exceeded.

The results were impressive. In first quarter 2007 – the first full quarter after the campaign launch – CenturyTel’s new customer acquisition goal was surpassed by 16%, topping Q4 ’06 acquisitions by nearly a third and setting a record for the greatest number of acquisitions ever for CenturyTel in a single quarter. Actual acquisitions in 2007 increased 29%, compared to 2006. And CenturyTel ranked No. 1 in the industry for incremental broadband penetration (+35%).