Qwest launched a new campaign this week via Draftfcb that stresses the money-saving services of its high-speed Internet products and the security of its free automatic data back-up option.
The TV, radio, online and outdoor push is the client's first major effort under Todd Townsend, who joined the company as vp of marketing from Sonic Drive-In in February.
“The new Qwest campaign showcases what people want from technology,” said Townsend in a statement. “People need great service, to save money and to get extra value from their technology provider.”
Two commercials from the Chicago-based agency warn: “Don’t trust your computer.” Scenarios focus on a couple trying to recreate their adult son’s baby pictures and a student who lost her thesis in a computer crash now working as a milk maid.
Additional spots stress the value of the company’s bundled packages with images of one woman squeezing ketchup packets into an empty bottle and another who decides to wash her own car at a car-wash. Bus wraps tell consumers: “There’s a smarter way to save.”
“We wanted to show that Qwest understands its consumers, their life and needs,” said Cary Pierce, evp at Draftfcb. “The creative moves beyond how fast and how cheap, to what can be and how Qwest can help people achieve in more ways than they imagined.”
Last year, Qwest spent $88 million in U.S. measured media, per Nielsen. Figures do not include online expenditures.