Some references of DM work.

Objective: To convince a traditionally skeptical Hispanic segment that Qwest could be trusted and was worth switching back to. Transmitting a message of transparency, honesty and openness was therefore crucial to the underlying theme. The first piece was timed to coincide with the customers' first bill from their new company. Our target audience were Spanish-dominant consumers who had recently left Qwest for competitors. We were trying to win them back after they had left the company for different lengths of time (4, 10, 16 or 24 weeks).

Concept: In a category that continually struggles with perceptions of hidden fees, "Envelopes" conveys the idea that Qwest has nothing to hide. This was achieved by printing the sales message on the outside of the envelope - including the legal disclaimer - in a clear gesture of frankness and honesty, creating a win-win situation for the client.

Results: Creative drove 247% response to plan.

Objective: Qwest was perceived as a slow Internet provider. We needed to battle that perception while breaking through junk mail clutter with an engaging, fun and contemporary direct mail (DM) piece. Our target audience were Spanish-dominant, new Qwest home phone customers who don't have any other services with Qwest. They are increasingly tech-savvy, but also very value conscious. 

Concept: The mail piece itself would become the ultimate representation of fast. We created a piece that paralleled the speed of Qwest's High-Speed Internet to the speed of a jet. We also compared the ease of signing up for this fast service with the ease of making a paper airplane, which you could actually do with the DM piece via folding lines provided on one side and directions on the other.

Results: Creative drove 137% response to plan.

Objective: Position Qwest bundle as the ultimate source for all the Hispanic entertainment they crave.

Concept: We created a piece that invited our audience (consumers who prefer Spanish language content and programming) to "Hispanify" their controls, and give their entertainment the cultural relevance they deserve.

Objective: To create a Retention DM communicating two complimentary services Qwest already offered that were re-branded as freebies Qwest was giving as gifts to their customers as a token of their appreciation. Our target audience were Spanish-dominant customers that were about to lose their promotional rates and convince them that Qwest still cared about them, even if their rates were about to increase.

Concept: The “Regalitos” (freebies) format enhances this messaging. Initially, the viewer sees information about the service they ordered. However, as the piece is expanded it reveals a more comprehensive messaging that includes the two freebies Qwest is giving them. The piece therefore exceeds expectations in both content and format.

Results: Creative drove 792% response to plan.