breaks a major ad campaign Thursday night for its networkMCI Solutions called "That's How," marking the end of the Gramercy Press serial campaign that launched last November. TV spots begin on "48 Hours"; print breaks Sept. 18 in major newsweeklies and newspapers, from Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York. The highly visual campaign features a montage of high-tech terms and pictures interspersed with nostalgic icons. Size of the campaign is undisclosed, but MCI's two previous technology-oriented campaigns, featuring Anna Paquin and Gramercy Press, were both estimated at well over $25 million. The campaign will also be featured on MCI's Web site.
"That's How" promotes a comprehensive initiative that offers network consulting with the option for free products like pagers, laptops, cellular phones and Internet access. "We showed people what can be done with technology through Gramercy Press," said an MCI spokesman. "But people are still afraid of technology, so now we're going to show them exactly how to get and use the technology."