Company: AT&T Inc., Dallas
Agency: BBDO, New York
Market: Small business
Quick chase: AT&T had us at the banner that promised unlimited voice plus broadband for $70 a month. But on the landing page, Ma Bell got too personal too quickly by asking for our area code and business phone. We understand the need for AT&T to qualify prospects, but why not give them another dose of “what's in it for you” before dropping the net over them by asking for information. The second landing page does a solid job of laying out the offer with such features as 24/7 remote tech support and remote online data backup. Why not flip-flop those two pages?
Clue: AT&T is like the overzealous sales rep who is too quick to try to close the deal.