Deliver Magazine

As it built out its fiber optic network into new U.S. markets, Level 3 wanted to build awareness that its world-class fiber network was in 350 on-net buildings. The telecommunications provider was looking to grow its market share and close new high-value business in those targeted buildings and “prime the pump” for Level 3 sales representatives. Our direct mail package offered an engaging way for communications decision makers to discover that Level 3 fiber was right outside their door. Personalized printing put their Level 3 sales rep’s contact info right at their fingertips, and a dynamic microsite featured a interactive WAN selection tool to help them further explore Level 3 networking choices. Company: Level 3, Agency: Babcock & Jenkins

Polycom sought a way to compel travel-weary business leaders and U.S. government reps to witness firsthand how to cut travel costs without reducing face time by using its Telepresence solution. We devised a campaign to show the financial, environmental and psychological value of conducting face-to-face meetings via Polycom Telepresence. A gift box resembling an airplane tray table revealed air travel–themed items depicting the wasteful and stressful aspects of flying. Materials drove VIPs to an action-tracked microsite with free downloads and the option to experience a virtual-face-to-face meeting or view a demo. Revenue generated from the campaign exceeded its cost by more than 500 percent. Company: Polycom, Agency: Babcock & Jenkins

Polycom invented technology that stifled the irritating “buzz” that results from smartphone radio waves interfering with speakers in its world-renowned conference phones. Polycom needed a campaign to generate awareness of this new technology and encourage prospects to upgrade. We embedded a light-sensitive sound chip into a box so that when targeted prospects opened it, the buzz would blast them straight away. A larger second-tier audience received a version of the DM without the sound chip. We drove this audience to a microsite featuring the buzz, an interactive Flash video and content about anti-buzz technology. Company: Polycom, Agency: Babcock & Jenkins

To thank the customers of client AT&T and to create interest in new services, Javelin produced an inviting, colorful direct mail piece that included the gift of a creative three-dimensional calendar in a package that could be mailed flat, which significantly reduced cost. The direct mail package, with the headline “Time flies, and so can you,” went out at the end of the year when people value calendars, and also promoted the speed of AT&T High Speed Internet. The calendar format provided extended shelf life for the brand and generated better-than-expected results.
Company: AT&T, Agency: Javelin, Creative Team: Paul Claycomb, Floyd Eggen