Background:
AT&T Direct Service® provides a convenient way for travelers to call home from overseas. The challenge is to drive consumer awareness and get country-specific access numbers into the hands of worldwide travelers.

The Program:
A database-driven Web site and ground-breaking contextual online media campaign promoted an easy way for international travelers to call home, and provided them with value-added "need-to-know" information. Consumer data collected on the site was channeled into AT&T’s traditional sales centers for future integrated marketing efforts.

The program generated a 20:1 return on investment for AT&T - $30+ million in revenue over two years - and won the Direct Marketing Association's highest honor, the "Gold Echo" award, in 1999.

*Developed by Brendan O’Connell at Modem Media from 1996 to 1998.