Internet & Telecom

Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc.

2005 BRONZE

Nextel. Done.

Free from competition most of its history, Nextel, smallest national wireless carrier, operated in isolation, building its blue collar base with its industrial grade walkie-talkie cell phone. Nextel's niche was shattered in 2003 when the three largest carriers announced plans to launch walkie talkie phones and target Nextel's valuable customers. The task was clear, maintain pre-competition performance. The campaign needed to drive broad consideration (beyond blue collar) and product desirability through differentiation, shared values and creative impact. The campaign positions the brand against competition, conveys the values of prospects, and has maintained or exceeded pre-competition growth levels during the first year and the lowest churn levels of industry despite fierce competition.

Brand: Nextel
Client: Nextel Communications, Inc.
Agency: TBWA\Chiat\Day New York
Language: English

2004 GOLD

Tribal Language

In a crowded, competitive and tenuous marketplace, Nextel's youth brand Boost Mobile, chose to launch. Boost, like the rest of the wireless industry was focused on the highly sought after youth market. In order to survive, Boost would have to find an entirely new approach to selling prepaid products to youth ages 12 to 24. Boost was able to attract a younger than average demographic by uncovering that Tribes of young people are connected through a unique use of language. While in only 12% of the country Boost was able to outpace their biggest national competitor, consistently exceed month-over-month sales objectives and achieve their ultimate goal -- a national rollout.

Brand: Boost Mobile
Client: Boost mobile LLC
Agency: Team One
Language: English

2004 SILVER

Rollover

By 2002 the wireless category's growth began slowing down, and the competitors were looking more and more alike. Differentiation became a challenge and as the category matured, consumers got savvier and more cynical. Cingular's business performance began to reflect the category's complexities: flow share dropped below market share, and churn was above the industry average. Into this environment, Cingular launched Rollover. By the end of the first year, Cingular's goals were exceeded -- awareness and flow share were both up while churn was on the decline.

Brand: Cingular Wireless
Client: Cingular Wireless
Agency: BBDO Atlanta
Language: English

FINALISTS

Airtel Giving India a lost piece of its history

T-Mobile Puerto Rico Global, sin límites

Entel Perú En familia ahorramos más con las nuevas Líneas Adicionales