We produced a sixty-second DRTV commercial, 'Gridlock.' It weaves a compelling offer designed for the new wireless customer through a story that conveys some of the benefits of having a wireless phone at your disposal. The ensemble cast is designed to represent key psychographic targets. The commercial is designed to be modular, allowing AT&T Wireless to introduce new offers easily and increase ROI over time.

Very encouraging. In some of the key markets we achieved a cost per call 30% lower than projections; in others we exceeded the projected response rate by as much as 30%.