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Applying the Human Touch

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CME's First AirTouch Ads Stress Customer Service
CHICAGO--Campbell Mithun Esty looks to put a caring face on telecommunications in its first campaign for AirTouch Cellular, promoting a six-point commitment to customer service.
"Everybody sells the same kind of technology in the category. We needed to distinguish AirTouch on a different dimension," said CME group management supervisor Steve Wehrenberg.
The integrated campaign includes TV, radio, newspaper and outdoor advertising, as well as an employee communications package and retail displays. Walnut Creek, Calif.-based AirTouch officially awarded the Minneapolis agency creative duties on its $80-100 million consolidated ad account in January.
The campaign broke over the weekend in select markets with a 60-second TV spot introducing the AirTouch Promise, described as "a six-point commitment to do more of what you want to do, so you can do what you need to do."
The spot shows footage of people using cell phones during different parts of their day as a voiceover comments on how complicated life has become.
That ad will be followed by 30-second spots illustrating points of the company's promise through humorous vignettes. The tagline is, "Now you can."
"[The tag] speaks to the emphasis that AirTouch wants to demonstrate to its customers, as well as the company's emotional benefit in the category," Wehrenberg said.
AirTouch spent $82 million on ads last year, according to Competitive Media Reporting. MediaCom in New York handles media buying.