Objective Sign up new customers for Imagitel's low-cost long distance service, an Internet telephony service that works through regular phones. Solutions Focused on the savings Imagitel provided their potential customers with a mix of offers, content, and designs. Each offer came with a set amount of minutes per month, as well as a standard set-up fee. We tested different process points, and the copy focused on two different themes: one stressing technology, the other stressing the savings.