Bluegrass Cellular | Doe-Anderson Advertising

Bluegrass Cellular

A strong regional player surrounded by the category Goliaths, Bluegrass Cellular was well-liked for its friendly approach but wasn’t getting credit for nationwide coverage that was the equal of any of its competitors (some of whom borrow their network). We needed to reposition Bluegrass Cellular as “big but warm” to jumpstart customer acquisitions and make it a credible source for incoming Apple and Android devices.

 

The Solution

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.

Print Campaign

Across our geographically scattered, small-market footprint, print is still the most efficient way to target our customers and promote monthly retail offers.

Digital Advertising

Tightly targeted digital complements our broadcast efforts and drives customers to the e-commerce portal.

Kyocera Durascout

40k Banner Ad

Play Click to play

Cats

40k Banner Ad

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Share & Save

40k Banner Ad

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#MobileSense PSA

This digital and in-store campaign helped save young lives and won accolades at the national and international level.

The Results

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)

30% increase in average revenue per customer (ARPU)

7% increase in customer growth

7% increase in customer growth

10x ROI for credit referral program introduced by Doe-Anderson

10x ROI for credit referral program introduced by Doe-Anderson

Recognition