CLIENT
Alltel Wireless
Frank O'Mara, CMO
Laura Cook, Sr. VP-Dir., Mktg. Comm.
Lesa Handly, Sr. VP-Dir., Mktg. Strategy
AGENCY
David Lockwood, Exec. VP-Dir., Strategic Planning
Candace Graham, Exec. VP-Acct. & Digital Dir.
Mark Simon, Exec. VP-Exec. Creative Dir.
Jim Millis, Sr. VP-Creative Dir.
Iain Lanivich, Sr. VP-Digital Creative Dir.
Dave Munson, VP-Mgmt. Super.
The Martin Agency
Karen Howell, VP-Assoc. Media Dir.
SUMMARY
With merely 5% market share, 3% share of voice, and key competitors spending $500 million - $1.9 billion annually on advertising, Alltel faced a daunting challenge: Increase subscribers by 8% in its high-penetration, slowing-growth category. Through a gutsy campaign featuring "Chad and The Sales Guys," Alltel built strong demand for two category-changing services: My Circle and Anytime Plan Changes. In doing so, Alltel enhanced its brand image, exceeded its growth goal by 61% and achieved the category's lowest customer acquisition cost (more than twice as efficient as AT&T or Verizon).
