McLeodUSA partnered with HRB because it wanted to recruit more agents to the telecom company. But with a limited awareness in the channel and a relatively small budget, the campaign had to make a strong statement. The concept had to be intriguing, yet powerful.
HRB developed a series of ads that created curiosity and talk value. The ads displayed people holding unique, engaging URLs, such as secretwebpageforagents.com... and that was it! No corporate identity. No logo. The URLs, on the other hand, were full of information. Prospective agents could visit the URL and learn everything about becoming a McLeodUSA agent.
The campaign was a huge success and the jump pages received countless visitors. McLeodUSA now has a pipeline of agents who are interested in working for the company.
