702 Communications
No Gimmicks
702 Communications is a locally owned (Moorhead, Minn.) communications company that offers telephone (voice) with local and long distance, as well as broadband (Internet) services. These services can be purchased individually or as a package. 702 is in a highly contested marketplace, with big, national competitors such as Qwest, MidContinent, Dish Network and others. One of 702’s strongest differentiators is that, unlike the big guys, 702 does not engage in price gimmickry. There are no hidden costs in their contracts, no introductory prices with costs rising after three or six months, etc. Furthermore, if 702 says the cost will be $54.99, then that’s the cost customers will pay forever, no matter how long they keep the service. We used that differentiator to develop the “No Gimmick” campaign.
Tools: Direct Mail, Print & Radio Ads
FredComm Roles: Creative Direction, Concepting, Headline & Copywriting
