Cingular ads focus on self-expression

(Telephony) After the joint venture of SBC Communications and BellSouth revealed in October that it would be known as Cingular, it has launched a nationwide advertising campaign centered around the idea of self-expression.

“We will be different because we don’t believe people choose their carrier because of technology, but because [a carrier] will connect them to other people,” said Stephen Carter, president and CEO of Cingular. “We will emphasize self-expression, not technology.”

The decision to focus on an esoteric message like self-expression is based on Carter’s view that the consumer already is pretty jaded about rate plans, expects that they will be a given and would rather leave specific technology information with the carrier.

“We will have great deals but that is just part of the offer,” Carter said. “The consumer expects the latest and greatest technology. So people already expect that such a company [like Cingular] would provide great plans, be a leader in technology and have great coverage and service.”

The carrier plans to differentiate itself by focusing on four pillars, including a focus on serving the customers and what is important to them as opposed to touting its technology; making things simple; offering nationwide rate plans that are easy to understand; and helping customers express themselves, Carter said.

The new branding campaign was launched in a high profile manner, with the first of its television advertisements running this past Sunday during the AFC Championship football game. The carrier already plans to run additional TV ads during the Super Bowl. This is an important way of getting the name out because the wireless market is so highly competitive and dynamic, said Virginia Vann, chief marketing officer at Cingular.

With about 20 million customers in 39 states, Cingular has become the second-largest wireless carrier in the U.S. In addition, the carrier is made up of 11 brands including BellSouth Mobility, BellSouth Mobility DCS, some Cellular One markets, Houston Cellular, BellSouth Wireless Data, Southwestern Bell Wireless, Pacific Bell Wireless, Nevada Bell Wireless, some Ameritech Cellular markets, SNET Wireless and SBC Wireless.

The national brand campaign will feature just the Cingular name, but will include the other 11 brands at the bottom of the local advertisements, Vann said.

While many of the carrier’s existing customers already have received information about the name change over the last several months, they also are not expected to change their existing plans unless they should want to, Carter said.