Clients > Pacific Bell/The LA Times
Pacific Bell/The LA Times
Pac Bell and the LA Times developed an informational gateway to guide the users of Pac Bell’s newly planned broadband capabilities. The gateway was a pneumonic of a small town with stores that viewers would interactively visit. They needed a marketing launch plan.
New technology, new way of selling, all in a state as diverse as California. We had to get people to try the new system. Its convenience and time savings would sell the product from there.
While we had an attractive service, it was new and unfamiliar. Combining science, history and psychology, we calculated the rate at which users would try the service against the number of advertising impressions they saw. We then calculated the number of ongoing users. This led to partnering with select advertising agencies on a plan that generated sufficient multi-media communications that achieved our trial and usage goals.