"Nationwide" Long Distance Service Mailing for BellSouth

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"Nationwide" mailing

BellSouth had been known solely as a regional phone company, a remnant of the split-up Ma Bell. The goal of this B2B direct mail piece was to announce data solutions for businesses nationwide. I am very pleased with translation of concept into visual, having designed the "circuit board map" for the inner reveal. Even though the package was a simple lidded box format, we were able use some nice printing techniques like an embossed foil stamping for the inner circuit map and a nice play of dull/glossy varnishes for the circuitry on the cover.

The "other idea"

For any given project, there's always a bunch of other ideas that never get to see the light of day. Sometimes the winning concept is so strong there was never any doubt it would win, but other times it is a real neck-and-neck race between ideas. This is the "other idea" for the Nationwide mailing. Arguably, I think this concept has better thinking and visual solutions. Using a road sign theme, we were able to represent the data services offered on the cover  with the bang-on payoff of BellSouth (in an interstate sign). As an esoteric touch, there is a play in the types of signs shown: the cover depicts state and local sign styles, while the interior payoff is interstate, and therefore nationwide. To make for a higher impact presentation, the revealed interstate sign would have been pop-up.

It was a difficult decision for the client to pick the winning concept. I am proud that I had two great ideas and executions to offer.

"411" Directory Services Mailing for BellSouth

What needed to be done:

Grab the attention of C-level businessmen to tell them that they do not have to go overseas for affordable 411 Service… it's in you backyard. How'd we say that? With BBQ.

This was a highly targeted, very limited mailing to C-level recipients. We cut through the clutter with size and novelty… and a kick-ass response premium of Omaha Steaks.

The Long Story:

Many services, like directory assistance, were being handled remotely in places like India, because of the perceived cost savings. BellSouth proudly still offered this service and wanted a way to support their sales force by generating leads. My copywriting partner and I were tasked with creating a highly targeted direct marketing piece to be sent to a very short list of C-level, decision making recipients. It had to be something that really stood out. Something that begged to opened and was compelling enough to convert into an in-person sales call. 

We quickly hit upon the kernel of an idea of "service in your backyard", but we needed a way to connect it to our mailing. The connecting tissue came with another backyard activity: grilling and barbecue. Because of the high profile nature of this mailing, we were fortunate to also have a substantial budget. We mailed a bottle of BBQ sauce in the initial lead generation mailing with the fulfillment promise of Omaha Steaks if an in-person sales call was scheduled.