Using energetic music, fast-paced visuals, and eye-grabbing graphics, we communicated a solid DR offer, without following a standard 'DR format' (which we learned would not fly with our audience). The offer was communicated directly, succinctly and often. The longer length of the :120 spot communicated tangible benefits our audience was looking for (budget control, usage control, no long-term commitment.) Final execution separated itself from traditional approach with 'instant gratification' element - order the phone today, get it delivered free tomorrow.

Taken together, the offer and the tightly produced execution of the message added up to an extremely successful campaign for ATTWS - and an extremely pleased client who continues to spend in this area. As of December 31, 2003 this campaign resulted in over $86,000 in sales.