Bluegrass Cellular

We reposition Bluegrass Cellular as “big but warm” to jumpstart customer acquisitions and make it a credible source for incoming Apple and Android devices.

TheWork

Our campaign, “Your Community, Expanded,” built upon existing equities but drove home the fact that with coverage from Bluegrass Cellular, customers could take their community (as opposed to a cold, impersonal network) anywhere thanks to nationwide 4G coverage. We also introduced a completely new brand look and feel distinguished by visual “slices” that extended from advertising and promotions into retail design.

TheResult

A bigger slice of the wireless pie (and “Campaign of the Year” two years running as voted by industry peers).

• 30% increase in average revenue per customer (ARPU)
• 7% increase in customer growth
• 10x ROI for credit referral program introduced by Doe-Anderson