US Cellular Spread the Love

http://www.marketing-paradise.com http://www.business-garden.com Released: July 2008 Avertiser: U.S. CELLULAR Agency: PUBLICIS & HAL RINEY Country: USA Category: Commercial public services The new positioning is the first of its kind in the wireless category, which generally positions players based on price and size of network. Instead, it infuses emotion and humanity into a typically rational category, focusing on value and asking customers to choose a wireless company based on shared values instead of price. The campaign was directed by Garth Davis via Anonymous Content. "Although this is an approach not “of the category”, the team leveraged the philosophy that has always set Riney apart, which is taking what is authentic about a brand – its soul – and amplifying it. In this case, the new positioning plays on what makes U.S. Cellular different than other wireless providers – its focus on treating people really well. Whether that means customers, partners or employees. This is definitely a new approach, but the category is more than ripe for it. Especially since the wireless industry is inherently about connecting people." Said Publicis & Hal Riney's Chief Creative Officer, Roger Camp. Product: US Cellular Agency: Publicis & Hal Riney, San Francisco Chief Creative Officer: Roger Camp Art Director: Rich North Copywriter: Adam Koppel, Ned McNeilage, Kathy Hepinstall, Paul Mimiaga Agency Producer: Deb Chin Director: Garth Davis Production Company: Anonymous Content Director of Integrated Production: David Verhoef Editorial CO: Lost Planet VFX: The Mill VFX: Elephant (Lost Planet’s In-House VFX) Executive Producer: Andy Traines Head Of Production: Susan Murphy Account Director: Kathleen Foutz, Dana Rabb