Cingular Wireless

THE OPPORTUNITY

As a new company, Cingular needed to develop a program that would resonate among employees, customers, media and the general public. Leading up to the launch, Cingular’s senior management team and marketing department had worked for months to identify and create a brand for the company that would differentiate it in a crowded marketplace. Cingular would become the sixth national wireless carrier in an industry that had rapidly become a “blur” of commodity products and services. Cingular could not succeed if it attempted a “me, too” approach.

A competitive analysis revealed that other carriers focused on how humans use technology, rather than how technology can help humans. We determined that Cingular would set itself apart by focusing on enhancing self-expression. To test this theme with consumers, the company conducted “brand fitness study." The result of this research and analysis was Cingular’s identity – a wireless company dedicated to self-expression and customer-friendly service. Cingular would offer simple, cost-effective communications tools (rate plans, phones, customer service, etc.) to enhance self-expression.

As a final check, an audit of key print, broadcast and trade reporters was conducted to test the company’s new identity in the media. Eighty percent of the media responded with positive and encouraging feedback. Reporters were anxious to see how a company hinging its brand identity on the theme of self-expression would announce itself to the world.

THE STRATEGIC APPROACH
A “fun” company dedicated to self-expression should practice what it preaches, especially at the launch of the brand.

PLANNING
A comprehensive launch plan emphasized the need for “larger than life” events to garner media and employee attention. The tactics chosen – building wraps, a celebrity-led unveiling and a coast-to-coast employee roadshow—were designed to support the simultaneous launch of a national ad campaign. The expansive nature of the event called for a sizable budget – $1.3 million in fees and out of pocket expenses.

TARGET AUDIENCES
National broadcast and print media, both mainstream and trade; mainstream regional/local broadcast and print media, as well as online media; Cingular employees; and customers.

ADVERTISING LAUNCH
The formal launch of Cingular’s advertising campaign was during the 2001 Super Bowl, on January 28. Cingular was a major Super Bowl sponsor. Media covered the game – and pundits from coast to coast reviewed and critiqued the Super Bowl TV ads as well.

EVALUATION
The key objectives of the program were to publicize the “new” Cingular name and “marriage” of brands, bring attention to the central “self expression” brand theme and inform/engage Cingular employees. Based on those criteria, the launch was an unqualified success. A total of 175,259,497 media impressions were recorded, via print, radio and TV placement.

Just three months after the launch, Cingular research indicated that brand awareness was 52% as a result of the advertising and integrated PR efforts. As a point of comparison, the Saturn brand took six months to achieve 40% brand awareness.

The successful launch of the Cingular Wireless brand set the pace and tone for a year that would witness the company’s emergence as a dominant national wireless carrier. Proof of this success can be seen in the company’s overall customer growth – Cingular’s added 1.3 million customers in 2001.