USCellular
High Speed Internet
We won this pitch with an insight that no other big city agency brought: The wonderful folks in small towns in the Midwest, don’t feel like victims because they don’t have the stuff the people from both coasts have — they are the smart ones, living better lives, and now they have US Cellular High Speed Internet, you would have to be crazy to live anywhere else.
ANTHEM VIDEO
We created an equity based name: “Fast & Fair” high-speed internet.
US Celluler’s equity is fairness, so we decide to name the product and linked it with fast to overcome the perception that our brand was slow.
Campaign utilized data-driven media
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We know she loves binge-watching shows and movies on Amazon Prime. She’s a wife and a mother who stocks up frequently at Costco ($2,579). She shopped and spent $863 at QVC.com last year.
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She is a USCC wireless customer, and we know she just moved to her new home in Leland, North Carolina. She, her husband and 2 children all have U.S. Cellular wireless plans and are highly satisfied customers.