Background:
Personal Network was AT&T's flagship offering in 1998, enabling consumers to bundle long distance, wireless, and internet services at significant cost savings. What is the best way to get a wired, control-driven, on-the-go person to investigate and buy after seeing $50 million worth of traditional advertising?

The Program:
Television, direct mail, print, and radio drove consumers to the Web. The site reduced the complexity of product offerings and gave high-value consumers the control to "build" their own network. Visitors then called a special 800# to order.

On average, consumers who visited the site spent 10 minutes less on the phone with a sales representative and bought the service at a higher rate.

*Developed by Brendan O’Connell at Modem Media in 1998.