Global Crossing

Brand positioning, print, Out-of-home & digital advertising, branded gaming, sponsorships

The Challenge:

Global Crossing owned and operated an IP network that delivered voice, video and data all over the world.  A rash of telecom industry mergers had left companies with just a few giant players to choose from, and service had declined dramatically.

The Solution:

Research showed that CIOs and IT managers were frustrated by the lack of choice offered by inflexible behemoth providers, and were desperate for a place they could turn.

We capitalized on this dissatisfaction by positioning Global Crossing’s unique combination of technology and customer service as the most viable alternative for their global ip needs.  We created an ad campaign with a question/answer format that humorously portrayed the frustration customers were facing, and presented GC as the solution.  


Following is a demo of the World Office Golf Masters branded game that was created to engage visitors of Global Crossing's Project Alternative microsite.  This was launched with an e-blast to customers, clients and employees, resulting in thousands of rounds of game play (note:  this is built in Flash, and will not work on mobile devices).