BtoB

Cut to the Chase

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Company: Sprint, Overland Park, Kan.Agency: Publicis & Hal Riney, San Francisco Market: Telecom, IT managers Chase: This spot smartly underscores the benefits of reliable access to information. ING Direct, an online bank, relies on the Sprint network for voice, data and IP. It makes that point through a series of shots in which an ING customer reaches into a small bank vault for a wad of cash at times when he or she needs it most. For example, the vault suddenly appears when a man is eyeing a piece of jewelry in a storefront window or when a couple is about to seal the deal on a new home. The bank comes to them, states the voice-over. Clue: Sprint invites the audience to view detailed case studies at its Web site. It makes a lot of sense to use TV to lure customers or prospects to the Web site, where more detailed information is available.
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