MCI was one of the world’s largest telecom companies and the pioneer of VOIP. However, nobody but IT guys knew what VOIP was at the time. Furthermore, IT guys are typically treated as aliens by upper management.
IT guys are often frustrated, given companies don’t often move fast enough in understanding the advantages of investing in technology. They often feel like they’re teaching ADD kids in school.
This was the first campaign to directly connect a TV campaign to a website in Canada and perhaps the world. Where the TV spot ended is where the website started, interactively and virtually bringing the viewer into the classroom. When MCI was sold to Verizon, they picked up the campaign theme, ‘One day is today’ and ran it nationally in the U.S.
