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U.S. Cellular: Drum roll
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This new integrated campaign includes TV, radio, newspaper, OOH, and interactive, and repositions U.S. Cellular in the market. 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.
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