ADWEEK Magazine

Katie Eckmann

“Close Call” Phone Prize Card Makes The Call to Hire 919 Marketing

Upstart agency 919 Marketing in Holly Springs, N.C., quintupled its billings by landing the $12 million prepaid phone card account of Sports Marketing Enterprises. The account will be handled on a fee basis.

A wholly owned subsidiary of R.J. Reynolds, Sports Marketing Enterprises (SME) is rolling out its Close Call prepaid phone card this week. The card, available at convenience stores across the country, includes an instant-win scratch-off sweepstakes contest that will pay $60 million in prizes each year.

“It’s a phone card with a twist,” said David Chapman, president of 919 Marketing. Chapman opened doors to his shop last fall after leaving his post as senior vice president, director of account service at West & Vaughan in Durham, N.C. He had prior ties to SME during his tenure at Long Haymes Carr; Winston-Salem, N.C. “David has done some things with us in the past,” said SME brand manager Melanie Henson. “For us, it was a real easy decision.”

The client also had approached Long Haymes Carr, which handles sports marketing for R.J. Reynolds’ Winston, Camel and Vantage brands. LHC decided not to pursue the business due to a possible conflict with its BellSouth client. SME considered other undisclosed North Carolina shops for the account.

Ultimately, the idea of a non-traditional agency structure won out. “Because it’s a brand new product, we needed to work with somebody who could be really, really flexible,” said Henson.

SME has found a common demographic among consumers who do not have long-distance service, convenience store customers, lottery players and race car enthusiasts.

919 Marketing is responsible for consumer and trade advertising, direct mail, collateral, database consulting, interactive media, point-of-sale and card design. (The cards show scenes of “close calls” in motor sports.) The agency is in the final stages of choosing a media-buying partner.

The agency handles account service with a full-time staffers, and draws upon freelance creative resources nationwide, as well as Atlantic Media & marketing in High Point, N.C. Other accounts include Nationwide Homes and Kooler Kraft, which bill $3 million.