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America’s wireless companies provide over 300 million Americans with amazing technology, smart phones, apps and super-fast networks, so people from all walks of life can get more from life. This story of success and innovation is a remarkable one, but a story that had been untold. CTIA - The Wireless Association (CTIA) and its member companies, including AT&T, Sprint and T-Mobile, decided the time had come to tell their story. They turned to GMMB.
Our strategy was to create a voice for the industry, showcase the wide-reaching impact of wireless innovation and demonstrate to opinion leaders and policymakers how responsive the industry is to consumers. Since 2007, each year GMMB has developed a new and integrated online, print and TV advertising campaign focusing on the themes of limitless innovation and unparalleled customer choice. This year’s breakthrough campaign, “Wireless Mind,” celebrates the smart, fun, innovative and exciting places our wireless minds can take us. With dazzling CG effects, the ad illustrates how today’s devices bring music, games, e-books and GPS to help you work, live, stay connected and play. In keeping with stylistic approach of CTIA’s past campaigns, including “Command,” “Freedom,” and “OK,” the look and feel vividly departs from the status quo of opinion leader advertising.
Our media buy strategy for this campaign included calculated broadcast placements and a sophisticated, micro-targeted online strategy reached opinion leaders in their homes and offices. Additionally, GMMB designed cutting-edge online creative for website page takeovers and expandable units with video players. Past campaigns have also included interactive out-of-home dioramas and installations. Placed in Reagan National Airport and Union Station (high-traffic areas frequented by policymakers and staffers in Washington, DC), the unique Freedom Dome and award-winning Wireless Sculptures surprised and won attention from our busy target audience members.
When distracted driving surfaced as a new and serious safety issue, CTIA asked GMMB to draw on our unmatched expertise in public safety behavior change campaigns. America’s wireless companies, in partnership with the National Safety Council, launched a campaign to educate parents and teens about the dangers of phone use while driving. GMMB developed a powerful PSA aimed at parents, a centralizing website and an extensive teen strategy involving online video and social networking to drive the message home.
Additionally, CTIA came to GMMB to help tell the story of how wireless technology reduces our impact on the earth. Today’s apps allow for quick navigation, easy e-ticketing and virtual meetings to help save time, fuel and paper. With wireless, now you have the ability to do more with less...
GMMB’s multi-year work on behalf of CTIA has helped America’s wireless companies give voice to their extraordinary and dynamic story of innovation and responsiveness. Research conducted over the course of the campaign has found a remarkable, steady climb in the positive impressions opinion leaders hold of the wireless industry.