Internet & Telecom
Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc.
"IN" Calling Launch
In the midst of price and minute wars as well as the onset of wireless portability, Verizon Wireless' goal was to grow their existing customer base and reduce churn. To accomplish this, Verizon Wireless differentiated the mobile-to-mobile offering by branding the benefit and creating a sense of movement: Are you in? As a result, Verizon Wireless experienced an industry-leading first quarter record net new customers, which led to record first half sales. They also added more subscribers than AT&T Wireless, Nextel, Cingular and Sprint PCS combined; further they reduced churn to the lowest in the industry.
Client: Verizon Wireless
Agency: McCann Erickson
Free from competition most of its history, Nextel, smallest national wireless carrier, operated in isolation, building its blue collar base with its industrial grade walkie-talkie cell phone. Nextel's niche was shattered in 2003 when the three largest carriers announced plans to launch walkie talkie phones and target Nextel's valuable customers. The task was clear, maintain pre-competition performance. The campaign needed to drive broad consideration (beyond blue collar) and product desirability through differentiation, shared values and creative impact. The campaign positions the brand against competition, conveys the values of prospects, and has maintained or exceeded pre-competition growth levels during the first year and the lowest churn levels of industry despite fierce competition.
Client: Nextel Communications, Inc.
Agency: TBWA\Chiat\Day New York
In a crowded, competitive and tenuous marketplace, Nextel's youth brand Boost Mobile, chose to launch. Boost, like the rest of the wireless industry was focused on the highly sought after youth market. In order to survive, Boost would have to find an entirely new approach to selling prepaid products to youth ages 12 to 24. Boost was able to attract a younger than average demographic by uncovering that Tribes of young people are connected through a unique use of language. While in only 12% of the country Boost was able to outpace their biggest national competitor, consistently exceed month-over-month sales objectives and achieve their ultimate goal -- a national rollout.
Brand: Boost Mobile
Client: Boost mobile LLC
Agency: Team One