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The Marketing Continuum has launched its first campaign for Alltel this month after winning the telecom’s consolidated retail advertising account late last year.
The “Win your life back” consumer campaign features a sweepstakes awarding $20,000 in personal services such as housecleaning, tax preparation and lawn care.
“The market is incredibly competitive and the message out there is price driven,” said Andy Harmon, TMC’s vice president and director of strategic planning. “In order for Alltell to find their place we had to find an emotional link—creat[ing] freedom for people.”
Two 30-second television commercials airing in regional markets depict scenarios such as a father chained to his office copy machine at a family camp outing and a woman trying to make it through karate class attached to a baby crib.
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