theBrief By harnessing the established technology of Ethernet and linking offices over their SDH network, MCI were looking to attract new customers with a campaign for its Private Line Ethernet service.

theSolution The idea of taking the benefits of a business's Local Area Network into its Wide Area Network has many advantages. The analogy of using the London tube map with destinations from all over the UK as well as Europe drew prospects attention to these benefits.

theResult The campaign opened doors to businesses they had previously had no relationship with as well as gaining additional business from existing customers.