COMPANY PROFILE:

MCI

Nation’s 2nd largest long distance company.

SITUATION:

In late 1990, MCI was under attack from a $400M negative advertising campaign by AT&T causing stagnant market share at approximately 9%. Consumer long distance was effectively a commodity business.

SOLUTION:

Launched new consumer long distance service, MCI Friends & Family, to establish a powerful brand in this commodity category.

Mr. London was responsible for the $100M advertising and branding program from its inception.

Ran tv commercials featuring celebrity spokespeople to boost awareness of new service and its benefits. Created warm, soft sell commercials to communicate the emotional benefits of being able to "talk more with your friends & family" while saving on long distance costs.

RESULTS:

MCI’s credibility and awareness ratings grew by 25% within 3 months. Awareness of the "Friends & Family" service grew from zero to 65% of US households within 5 months.

In just the first 18 months, MCI signed 8 million new subscribers and gained 11 market share points worth a total of $550M.