Qwest's New Ads Put Real People 'In The Loop'

Qwest's new adsQwest Communications unveiled an advertising campaign Tuesday that taps ordinary people and its "Q" logo to send the message. The ads, which will run in the 16 markets where the company provides service, integrate billboards, print, online, and television.

The "Get in the Loop" campaign with the "Q" logo, reminiscent of a smooth roller coaster speeding down the track, is "about community and partnerships," says Kim Whitehead, VP/consumer marketing for Qwest. "Customers tell us it's about the excitement of new products and services and their experiences with the platforms, not just about selling products."

Qwest shelled out $14.3 million in January and February 2008 for advertising, excluding online, estimates Nielsen Monitor-Plus. This compares with $94 million and nearly $79 million in 2006 and 2007, respectively, according to the research firm.

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The first group of ads targets a general audience, putting the focus on high-speed services. Whitehead says the message aims to evoke feelings like "active, dynamic and energetic." While these ads will run through July 21, Qwest plans to release a new series in June. The campaign was created by Qwest's agency of record, Draftfcb Chicago.

Two television ads were produced in the first round. The 30-second spot weaves through messaging on Qwest's Internet, direct TV high-definition television, and home and wireless telephone services. Cary Pierce, EVP at Draftfcb, says "real people" were used to produce the spots. "We picked people based on the lines they said to help us communicate the overall vision," she says.

The ads were shot in Phoenix, one of Qwest's largest markets. Working with a casting company specializing in finding non-actors for commercials, auditions were held in public places like churches, schools and malls. Being a Qwest customer was not a prerequisite, although many were.

Representing a variety of age groups, the 30-second TV spot opens with an older gentleman sitting in a leisurely way on an outside bench. "Since I got in the loop, it's life in the fast lane for me," he says. The spot cuts to a child sitting on a couch, TV remote in hand. "Since I got in the loop, I'm more interested in the big picture," she says. Mom, standing in the kitchen, closes the sequence with: "Since I got in the loop, I'm a better listener."

The TV spot will run on NBC, ABC, CBS, FSN and Fox in markets that include Denver, Phoenix, Portland and Seattle.

It's not clear whether Qwest will use the "Get in the Loop" campaign to promote services like the one announced earlier this month with Verizon Wireless. In September, Qwest customers will have an option to purchase Verizon Wireless bundled services. The company had been selling Sprint wireless services under the MVNO brand, but plans to drop the carrier, ending a five-year deal.

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