DALLAS Calise and Sedei launches its first advertising today for AFC, a broadband access provider, the shop said.
The Dallas agency was awarded the account of the Petaluma, Calif.-based company last summer following an informal review with undisclosed contenders.
Using the positioning, "AFC—The Acronym for Access," the national campaign touts the client's access network as "the primary arena for differentiation, competition and introduction of new and innovative services," shop representative Brian Oberkirch said.
One ad shows patrons at "The Museum of Modern Acronyms" as they view different broadband services like DSL, FTTP and VoIP. "The delivery of science is an art" is the tagline.
The strategy behind the positioning was to "clearly define the client's expertise in the access portion of the network," Oberkirch said. Another goal was to make "AFC synonymous with the access network."
Campaign elements include print, interactive and targeted customer programs. The work will run throughout the year in national media including Fortune magazine and WSJ.com. Campaign spending is undisclosed.
AFC's primary competitors include Alcatel, Adtran, Lucent and Siemens.