Innovative Ad Campaign

Denver-based Qwest Communications has launched an integrated ad campaign, highlighting the value of its easy-to-use technology and high-tech services. Qwest’s innovative marketing campaign takes a comedic approach to portraying the role that technology plays in people’s everyday lives. The campaign emphasizes that Qwest’s technology makes everyday life easier and more efficient – from saving money with bundled service packages and protecting memories to getting the most out of a high-speed Internet connection.

“The new Qwest campaign showcases what people want from technology. People need great service, to save money, and to get extra value from their technology provider. To us it’s about perfecting their experience,” Todd Townsend, Qwest Vice President of Marketing, stated. “We’re showing how Qwest’s services are the smarter choice for today’s lifestyles, enhancing the lives of our customers.”

Campaign Details

DraftFCB developed the new ad campaign, which uses humor to show the extremes that people go through to enjoy various technologies on a daily basis. Radio, TV, public relations, online and outdoor advertising, and direct mail will be utilized in the highly integrated campaign.

For example, to endorse Personal Digital Vault, Qwest’s new free automatic online backup service, a 30-second television ad displays a family attempting to reconstruct a child’s lost photo album, while another ad shows a former college student who became a cow-milker after losing her thesis in cyberspace. Because many Americans are concerned with finances, Qwest launched a 60-second spot chronicling a woman as she attempts to refill a ketchup bottle with individual ketchup packets.

This is Qwest’s first key marketing campaign launch since Todd Townsend became the company’s Vice President of Marketing.

“Qwest’s new campaign is about enhancing and enabling customers and their technology, not telling and pushing them. We wanted to show that Qwest understands its consumers, their life and needs,” Cary Pierce, Executive Vice President of DraftFCB.