Road Calls

Posted on by Chief Marketer Staff

To encourage AT&T customers to take advantage of the company’s Local Toll Service plan (for in-state long distance), AT&T launched a direct-mail campaign reaching 2.5 million customers in 21 states.

Four percent of customers responded to the offer by filling out a business reply card and choosing AT&T Local Toll Service or authorizing the service via AT&T customer service. In return, customers were offered a highway safety kit which included a carrying case imprinted with AT&T’s logo, booster cables, first aid kit, flashlight, batteries, flashing hazard light, poncho, emergency water bag, gloves, distress flag and a note of appreciation. “The total retail value of the kit: $29.95. Its value to AT&T customers, priceless!” said a company statement.

“We canvassed the industry in order to put together the optimum kit for AT&T that was able to meet their cost objectives while still giving the consumer something of value and quality,” says Frank Hayes, director of purchasing at Don Jagoda Associates.


Related Posts

Chief Marketer Videos

by Chief Marketer Staff

“Trapped in Advertising” sounds like a hashtag you might use after a bad day at work, but for Pringles and Adult Swim, it was a year-long, pop culture-forward campaign aimed at ad-averse 18- to 35-year-old “Rick and Morty” fans. The goal was to sustain engagement and become part of the cultural conversation in order to…


PRO Awards 2022

ProAwards 2022

Click here to view the 2022 Winners.


CM 200


Click here to to view the 2022 winners!