SBC HOME SHOWROOM PROPOSAL

Goal? Help a telecom network create awareness and anticipation around its next-gen bundled digital products as they rolled out neighborhood by neighborhood.

• The national SVP of Marketing at SBC (now AT*T) called our proposal “the most original idea I’ve ever seen” for promoting consumer telecom services.
• To support a graduated rollout of digital home services bundles in individual markets, we proposed a neighborhood-by-neighborhood grass roots program, where we would enlist existing SBC subscribers to convert their homes into showplaces for the new services.
• Each household would host several weeks’ worth of events such as block parties, TV-watching nights, PTA and student gatherings, local radio remotes, etc., all incorporating SBC technologies.
• We’d convert their homes into SBC showcases, driving “over-the-hedge” WOM and grassroots buzz, and then let each family keep the services and hardware (flatscreens, PCs, etc.) once their participation was over.