AT&T Wireless Launching New Advertising Campaign

[ILUVSOCAL]

With wireless local number portability (WLNP) soon becoming a reality, AT&T Wireless is launching a new advertising campaign aimed at repositioning its brand. The wireless operator inked a deal with Goodby, Silverstein & Partners, to create the new slogan, "Reach out on the wireless service America trusts." The slogan points to AT&T's commitment to show people that it matters who their wireless service provider is for the most important of calls. Television, print, retail and outdoor advertising will begin on October 12. (Source: Reuters)

[northform]

Quite frankly, I think Verizon has that image sewed up, but I won't underestimate the power of ATT's brand.

[ILUVSOCAL]

They are going back to their roots on this one, remember the "Reach out, reach out and touch someone, reach out and just say hi!" commercials that were successful in the 80's? Well, think of those commericals, only with wireless phones being sold and not long distance, I think AT&T is going to have a winner with this one.

[GoodmanR]

i think so as well. verizon has the worst ads in the business, hands down.

[Rich]

Have you guys seen Nextels new commercials? So far I think their the best, cant wait to see what At&T has up their sleeves.

[dallison]

awe actually lost it's case with metlife and it's mlife slogan, so no more mlife

[ILUVSOCAL]

True, one can only take so much of "Can you hear me now?" without going ballistic lol

[MOTOhooligan]

CellularONE did that months ago. We actually have some pretty cool commecials and print ads, not that any of you big city folks get to see them.

from Wireless Week

In an industry noted for frequent name changes and revamped identities, brand longevity is no small feat. Cellular One has outlasted scores of other national brands, but that doesn't mean today's Cellular One is the same old brand it was nearly two decades ago.

The brand, which is now controlled by Western Wireless, is returning to its roots and focusing on the advantages of the independent rural service operator instead of trying to compete against national brands that boast about coverage, attractive airtime rates or new data services. "We're not trying to speak to Boston, Los Angeles and San Francisco, which have a lot more noise and clutter in the market than the rural markets," says Chip Kelly, president of Cellular One Group and veteran of Western Wireless.

To that end, Cellular One launched a new campaign to help reposition the brand. With the tagline, "Proud to be the next best way to say hello," Cellular One hopes to remind customers it is about helping them say hello when it can't be accomplished face-to-face.

Wireless Week

[ILUVSOCAL]

No big city here lol I live in a tiny community just outside Ukiah, about 100 miles north of SF in rural Nor Cal, mostly Vineyards, Oaks and Pine out here, I'm not even in the city limits, just the county, but I have a wicked fast cable modem and a full GSM/GPRS signal on my 3650, so it's not all bad [img]i/expressions/face-icon-small-wink.gif[/img] By the way we used to see CellOne commericals all the time because our locals come out of SF, and they were, as you probably know the A band provider there until AT&T bought them out.

[GoodmanR]

Its too bad CellOne no longer has a good network. The MLife campaign was successful and catchy, so hopefully this will show something good as well.

The new Nextel ads are great, best ive seen. Their print ads are also excellent, this switch to yellow as a color for them in advertising also makes them look a little more hip and less for construction workers, although i still hope they go under some day.

[Rich]

GoodmanR, I don't think your comment "I still hope they go under some day" is necessary. Hoping that Nextel goes under is extremely ignorant, I hope whoever you work for "goes under," how about that.[img]i/expressions/face-icon-small-disgusted.gif[/img]

Hasn't the economy suffered enough!

[1900mhzcdma]

Nextel is having problems directly associated with the frequency they are using. 800MHz SMR is used by trunks which have pretty much the entire local government on it in most large cities. Problems with interference during an emergency are increasingly becoming a problem and a threat to public safety. Two paths - Move their own service to another band - or Finance everybody else's transition out of that band. Hopefully without Moto being involved in it (they started it).
You have their cool PTT service that seems to annoy others. Poor telephone interconnect service (not it's primary purpose anyway). No roaming.
Businesses love it. Most consumers seem to go elsewhere for their wireless needs.
Verizon seems to not understand the PTT concept. Sprint most likely will have their own problems with it. 3GPP2 will eventually make a PTT standard that won't interfere with existing handsets that won't use VoIP.

[ILUVSOCAL]

There's already PTT for GSM/GPRS , Fastchat, which is currenty available for the Nokia 3650, Nokia 7650 and SonyEricsson P800, fastchat works great, I have it on my 3650. It is nice because it is carrier independent, as long as both users have the software, it doesn't matter where in the world they are or what network they're on, very cool! It is a Symbian OS program. They will soon be supporting the Nokia N-Gage, Siemens SX-1, Motorola A920, Mitsibuishi Concept and BenQ P30

http://www.fastchat.com/us/

[GoodmanR]

Originally posted by: Rich
GoodmanR, I don't think your comment "I still hope they go under some day" is necessary. Hoping that Nextel goes under is extremely ignorant, I hope whoever you work for "goes under," how about that.[img]i/expressions/face-icon-small-disgusted.gif[/img]

Hasn't the economy suffered enough!

I think thats a little bit of an overstatment, and you dont need to take things so seriousally. Calm down.

I do not like what Nextel has done. They have basically cheated the system that every other carrier had to labor through to build their networks and customer base. Nextel also carries crappy, expensive phones, and refuses to do anything about the fact that iden, even with widen, cannot support data speeds high enough to compete in the future. Nextel is a company with one asset, their PTT, which is better than anything else that will come. Why? Because they are a radio provider, not a cellular provider, if they would have stuck with what they were liscened to do, I would have no problems with them..

[Rich]

Curious, how exactly did they "Cheat the system," because this is the first i've hear of it. As for their phones, let me see you drop your fragile little Nokia on the ground over a hundred times, or in the water. I do it to my Nextel all the time, they take a licking and keep on ticking. [img]i/expressions/face-icon-small-wink.gif[/img] Nextel has become an invaluable tool for me and my company, and to this day saves me thousands of dollars a month on services. Something that noone else can do, or even come close to, relize that I know have about 50 phones with nextel, so saving every $ counts !

[GoodmanR]

How did nextel cheat the system you ask? Liscensing, they odnt have to deal with it. They dont have to bid for spectrum. Its not really fair. I know its an invaluable tool for some people, but they still cheated. The Iden phones are durable, but I had a panasonic duramax i used for some time, taht was much much cheaper than an iden one, and got the crap kicked out of it and kept going.