US Cellular launches 'Belief Project' campaign

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US Cellular launched an integrated campaign, “The Belief Project,” on October 1 including direct mail, e-mail, newsletters, text messaging, bill inserts and outbound calls to consumers. It also features television, radio and print ads.

The telecommunications company worked with Publicis & Hal Riney, its advertising agency of record, as well as direct response agency TargetCom and Aspen Marketing Services on the direct elements of the campaign.

The effort's name plays on the company's four-year-old tagline, “Believe in Something Better.”

Ed Perez, VP of marketing and sales operations at US Cellular, said the company created the campaign so “customers are aware we are trying to do something radically different.”

“US Cellular has always been about using innovative ways to enhance the customer experience,” he said.

The company will create a series of programs based on research into customers' experiences with the wireless industry, said Perez.

“We've facilitated that dialogue [with consumers] with the creation of ‘Project Lab,' giving us a means to continually run experiments designed to identify and solve issues consumers have with the category,” said Kristi VandenBosch, CEO of Publicis & Hal Riney, via e-mail. “The more we learn, the better and more unique we can make their experience with US Cellular.”

The company is also managing a rewards program that offers points towards additional lines, free ring tones and upgrades at an accelerated pace, among other services, said Perez.

US Cellular is targeting “people who view their wireless device as a lifeline,” he added.

Pre-launch, the company sent out e-mails and SMS teasers promoting its “One and Done Contracts,” which offer consumers a two-year contract with perks continuing after expiration, noted Perez.

He added that a challenge for the company is rolling out such a large volume of messaging.

“A tremendous amount of education has to happen at the organization [to help] consumers,” Perez said, adding that the campaign is “talked about as a project or a program."

"[For us] it's a way of doing business and how we will continue moving forward," he said.

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