CLIENT
Nextel Communications, Inc.
Mark Schweitzer, SVP- Marketing
Mary Mathews, VP- Mass Media Advertising
Mike Sauer, VP- Direct Response
AGENCY
Stephanie Retcho, Group Account Dir.
Trish Mello, Group Account Dir.
Gerry Graf, Executive Creative Dir.
Robert Birge, Dir. of Client Services- Nextel
Rick Martinez, Group Strategic Planning Dir.
Jamie Gallo, Executive Group Dir.
TEQUILA\ New York
Mindshare
SUMMARY
Free from competition most of its history, Nextel, smallest national wireless carrier, operated in isolation, building its blue collar base with its industrial grade walkie-talkie cell phone. Nextel's niche was shattered in 2003 when the three largest carriers announced plans to launch walkie talkie phones and target Nextel's valuable customers. The task was clear, maintain pre-competition performance. The campaign needed to drive broad consideration (beyond blue collar) and product desirability through differentiation, shared values and creative impact. The campaign positions the brand against competition, conveys the values of prospects, and has maintained or exceeded pre-competition growth levels during the first year and the lowest churn levels of industry despite fierce competition.
