OPERATOR RETURNS IN AT&TPHONE SERVICE: DOUBLE-0 DIAL GETS REAL OPERATOR TO ASSIST CALLERS

By Published on .

AT&T Corp. is reviving the friendly switchboard operator with a new directory service called "00 Info."

The new service, pronounced double-0 Info and starting up today in Seattle, Denver, Phoenix, Minneapolis and Portland, Ore., connects customers with a real person who will help track down any phone number in the U.S. at any time.

OPERATORS WITH NAMES

By dialing the 0 twice, AT&T customers connect the service and won't need to know the area code or even the exact name of the person or place they're trying to find.

Operators will introduce themselves by name and stay on the line trying to locate the number through approximate address, partial name or other information. Cost is the same 95 cents flat rate AT&T currently charges for information.

"The emphasis today in directory assistance is on a quick transaction," said Stephen Graham, AT&T VP-marketing communications. "00 Info is a very human experience."

AT&T will perfect the marketing plan in the five markets before going nationwide; the schedule for national rollout hasn't been set.

Foote, Cone & Belding, New York, is handling the campaign.

BEANIE BABY TRAVAILS

The first TV spot features a family returning from vacation only to find the little girl has left her Beanie Baby somewhere along the route home. The operator works with the father to figure out where it was left.

The commercial, in both 60-and 30-second versions, uses Joe Cocker's "Have a Little Faith In Me" as background music. The ad tagline, "Directory assistance like never before."

Print, radio and other media advertising will follow.

Because only AT&T customers can use 00 Info, it serves as a draw for new customers, as well as a value-added service for existing customers, the company said. In the increasingly crowded and competitive telecom space, differentiation

In this article:
Most Popular