Associate Creative Director

Arnold Worldwide, Toronto 1997 - 2000

SEATTLE    DETROIT    NEW YORK    TORONTO

Talk about legs. The big idea in this NBTel call Center campaign rolled out flawlessly from DM to print to trade show booths. To convince mid-size U.S. companies to consider New Brunswick Canada as a possible location for their next call center, this campaign brought to life New Brunswick’s greatest competitive advantage: a large, educated call center pool.

Trade Show Pamphlet

NBTel

DM

Built around the world’s best call center employee, “Steve”, this campaign challenged our prospects to find “Steve” in the tapped out labour markets of the U.S. The solution, of course, is to look in New Brunswick where Steve’s are everywhere.

To stand out from the typical b2b clutter, we mailed out this Where’s Waldo-style book in a transparent cover.

Single Page Ad

Trade Show Key fob

Trade Show Booth Wall

In this snapshot of Centerville USA, only one Steve can be found.

In New Brunswick Canada, Steve’s are everywhere.

Using a problem solution approach, this book challenged CEO’s to find “Steve” in both Call Centerville U.S.A. and New Brunswick, Canada.

In the pages following, we  used call-outs to make the mailing even more interactive. For example, beside copy talking about high turnover in the States, we showed a revolving door and asked them to go back and find it in Call Centerville, U.S.A.