Posted in CREDO Mobile | 3 August 2009 | by D/C
Well, that’s the inference CREDO Mobile took from their competitor’s maximum legal support for both compaigns of Bush/Cheney – an administration that never seemed to think wildlife habitat was much of a priority. Bush/Cheney also happened to be the folks that developed the concept of “pre-emptive war,” for which AT&T, a second CREDO ad argued, might bear some blame. The bottom line is that a consumer’s choice of cell phone providers, much like other purchasing decisions, is not necessarily neutral. Encapsulating this sense of doubt, the campaign’s subhead asks the leading question: “What does your cell phone stand for?” This ongoing print campaign represents an extension of the highly successful “Cheney and the villains” direct, banner and email campaign.
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Whether it’s our favorite Dick speaking out against Obama and for torture. Or Senator Jim “MC Jimmy” DeMint vowing to break Obama over healthcare. Or Rush Limbaugh calling Sotomayor a “racist.” The right-wingnuts seem hell-bent on providing political satirists with rich material and our progressive, cause-marketing phone company client, CREDO Mobile, with perfect foils.
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The breakthrough success of the satirical “Thanks a million!” Cheney postcard, email and direct mail, where the former VP expresses his gratitude to AT&T customers for supporting Bush/Cheney (AT&T donated the legal max to both Bush/Cheney campaigns), has led to a series, featuring right-wing villains lefties love to hate. One piece even suggests that, thanks to the encouragement of AT&T, Dick and W might go for an unprecedented – and technically illegal – third term by trying to steal the 2008 election. Another postcard took a potshot at the former Veep’s shotgun prowess.
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In this red-hot election season, it was critical that America’s only progressive phone company have a website that shows off their passion, commitment and unique mission, while conforming to their newly overhauled branding. At least, that’s the way it seemed to D/C, who volunteered to get the two-month project done in just three weeks. But with the help of the client’s in-house team, some D/C all-nighters and the gods of cyberspace, the revamped CREDO Mobile site launched on time and on budget this past Friday. Not only does it pick up on the client’s new brand standards, it vividly demonstrates in words and pictures why progressive politics and mobile phones are a natural fit – and compelling choice.
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CREDO Mobile enlisted D/C to address the issue of prospects who bail on their 800 number, rather than wait on hold. The agency’s solution? A more entertaining on-hold experience, more on brand.
Specifically, the effort was targeted at respondents to CREDO’s Dick Cheney “thank you” note and email. And who better for the job than the VP himself – or at least a freakish facsimile. “Cheney” actually urges callers to hang up on this progressive phone company and call his friends at AT&T. The result? Day one, the call center’s “abandon rate” dropped from 4% to 0. And that ain’t Dick.
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Cheney, that is. Our esteemed VP was the subject of a recent ad, postcard, DM package and email for CREDO Mobile, created by D/C. CREDO’s mission for the last 22 years has been to support progressive causes, in part through donating a percentage of revenues to progressive nonprofits (ACLU, Doctors without Borders, Greenpeace, etc.). And what they wanted to point out to progressive folks still using other mobile phone companies is that this may not actually be the neutral choice consumers think it is, that some of those other providers are in fact sending political donations to crazy right-wingers – including the aforementioned Dick. Of course, there was no other way to approach this topic but with humor, and today CREDO received the following missive from one of their long distance customers:
To whom it may concern:
As a long term Working Assets (now CREDO) customer, I just have to send you a note to tell you how much I love, love, LOVE your new ad campaign. I received the “Did your phone help elect Bush/Cheney” postcard mailer and not only laughed for 10 minutes, but took the thing to a party this afternoon and shared it with a large group of friends. I’ve worked in marketing for 15 years and never worked for a company that had the you-know-what to send such an honest, irreverently funny, and effective marketing piece. Your marketing department should be commended as should the people that supported using this campaign. BRAVO, BRAVO, BRAVO!!!
Signed a happy, loyal customer!!
P.S. Keep up the great work!
THIS JUST IN: Cheney postcard earns big ups at big marketing website.
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