Cellular South Promo, Case study Y'ALL VS US by Y&R New York

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Industry Telecommunications Services
Media Promo & PR, Case study
Market United States
Agency Y&R New York
Executive Creative Director Ecd- Gerry Graf Gcd- Scott Vitrone, Ian Reichenthal
Creative Director Richard Butt
Art Director David Canning
Copywriter Cooper Smith
Released August 2009

Credits & Description

Category: Best Localisation Campaign
Agency: Y&R
Date of First Appearance: Aug 28 2009 12:00AM
Entrant Company: Y&R, New York, USA
Entry URL: http://www.cellularsouth.com
Global Executive Creative Director: Tony Granger (Young & Rubicam New York)
Global Director, Creative Content: Kerry Keenan (Young & Rubicam New York)
Co-Executive Director, Content Production: Nathy Aviram (Young & Rubicam New York)
Co-Executive Director, Content Production: Lora Schulson (Young & Rubicam New York)
Executive Creative Director: Scott Vitrone (Young & Rubicam New York)
Executive Creative Director: Ian Reichenthal (Young & Rubicam New York)
Creative Director: Richard Butt (Young & Rubicam New York)
Account Director: David Haughey (Young & Rubicam New York)
Managing Partner: John Morris (Young & Rubicam New York)
Art Director: David Canning (Young & Rubicam New York)
Copywriter: Cooper Smith (Young & Rubicam New York)
Producers: Jo Kelly/Kim Cross (Young & Rubicam New York)
Assistant Producer: Gary Granger (Young & Rubicam New York)
Production Company: Moxie Pictures (Moxie Pictures)
Music Supervisor: Eric David Johnson (Young & Rubicam New York)
Post Production: Level 2 (Young & Rubicam New York)
Editors: Dave Herman/Ilya Magazanin (Young & Rubicam New York)
Post Supervisor: Betsy Beale (Young & Rubicam New York)
Colourist: Tim Masick (Company 3)
Mixer: Philip Loeb (Sound Lounge)
Media placement: Television Broadcast, 1st Episode - Local TV Station In Mississippi - 6 September 2009
Media placement: Television Broadcast, 1st Episode - Cellularsouth.com - 13 September 2009
Media placement: Television Broadcast, 1st Episode - Fox Sports Net - 12 April 2010
Media placement: Television Broadcast - WLBT, NBC Jackson, ABC Greenwood - 25 September 2009
Media placement: Television Broadcast - WLOV, Fox Tupelo, NBC Memphis - 2 October 2009

Results and Effectiveness
Image: 45% of consumers in Mississippi who saw the programme said it positively impacted their opinion of Cellular South. Earned Media: News: < $3MM National distribution on FSN (90MM HH) gives Cellular South’s advertising its broadest reach ever - helping erase regional stigma. Web traffic increased by 200% during the program with 600,000 visits to the site. Store traffic near Y’all vs Us games increased by as much as 33% in the week following the game. Sales: During the 2009 high school football season, Cellular South saw phone activations increase by 60% vs the same period year ago.

Creative Execution
To improve the local image of Cellular South, we created a programme celebrating Mississippi’s passion for high school football. By ensuring the highest standard of production across every initiative we were able to provide unique consumer experiences in mobile, broadcast, online and at live events, fostering a sense of pride in their local customer base. Y’all vs Us told the unique stories of the biggest high school football rivalries in Mississippi. The programme included documentary films, events, and NFL-style broadcasts preempting network programming. Head to Head is a 12-episode docu-series following two rival high school teams throughout the season. To maximise media value, we created innovative partnerships with networks to broadcast live games. This created an incentive for local news to promote the programme, resulting in $3MM in earned media. And by securing national broadcast distribution on Fox Sports Net we actually brought Mississippi’s passion for high school football (and the Cellular South brand) to a national audience – dispelling national stereotypes and elevating the local perception.

Insights, Strategy & the Idea
In 2009, many Southerners perceived Cellular South to be inferior to their main competitors, AT&T and Verizon. The big multinational brands, with their battle of coverage maps was leaving Cellular South on the sidelines, outmatched by their competitors’ giant media budgets. Cellular South’s target consumers and customers love being from the South. Their values are reflected in the things they are most passionate about: family, faith, and football. As a Southern company, Cellular South shares their customers’ values. We concluded that we could turn people’s love for the South into a reason to choose Cellular South. Our objective was to completely change the wireless conversation in Mississippi, and change perceptions of Cellular South in the process. Through an innovative content experience we showed customers that Cellular South shares their passions, a claim and message that their competitors could never make. And while the content needed to celebrate local passion, the media impact needed to feel national in order to avoid reinforcing negative feelings of inferiority.