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2008 BRONZE TELECOM SERVICES
UNITED STATES
Alltel Wireless Chad & The Sales Guys
RAN IN: United States
CLIENT
Alltel Wireless
Frank O'Mara, CMO Laura Cook, Sr. VP-Dir., Mktg. Comm. Lesa Handly, Sr. VP-Dir., Mktg. Strategy
David Lockwood, Exec. VP-Dir., Strategic Planning Candace Graham, Exec. VP-Acct. & Digital Dir. Mark Simon, Exec. VP-Exec. Creative Dir. Jim Millis, Sr. VP-Creative Dir. Iain Lanivich, Sr. VP-Digital Creative Dir. Dave Munson, VP-Mgmt. Super.
The Martin Agency
Karen Howell, VP-Assoc. Media Dir.
SUMMARY
With merely 5% market share, 3% share of voice, and key competitors spending $500 million - $1.9 billion annually on advertising, Alltel faced a daunting challenge: Increase subscribers by 8% in its high-penetration, slowing-growth category. Through a gutsy campaign featuring "Chad and The Sales Guys," Alltel built strong demand for two category-changing services: My Circle and Anytime Plan Changes. In doing so, Alltel enhanced its brand image, exceeded its growth goal by 61% and achieved the category's lowest customer acquisition cost (more than twice as efficient as AT&T or Verizon).
