Cellular One Branding TV Campaign
TAKING A POSITION AGAINST COMPETITION THAT DIDN’T EXIST YET.
It’s rare in a business environment where success is judged by the quarter, that a client has the courage to look years ahead, much less invest money establishing a brand position designed to defend against competition that hadn’t yet arrived. That client was Cellular One, in the Washington, DC market, and they knew that FCC changes were coming that would open new opportunity for competition to challenge their market dominance. This campaign, led by these two :60 spots, was designed to establish a position of superiority, giving customers a high level of confidence in their ability to deliver on their promises. A position newcomers would have a hard time competing with.