MobiLink will have to contend with an already well-established network in Cellular One. But it is likely to be ahead of the curve in this round of advertising considering that Cellular One is still tied up in an agency review. MobiLink's national campaign created by Saatchi & Saatchi in New York is expected to focus on the new brand's image, ease of use and mobility. It will also demystify cellular phone use.
The regional campaigns, which tie into the local telephone participants like U S West, PacTel and Ameritech, will highlight the specific services offered. Those include loaner phones, a satisfaction guarantee program and 24-hour customer service. There will be standardized dialing codes to make it easier to take cellular phones across the U.S. or into Canada.
MobiLink managing director Doron Lurie said with these improved features, customers will materialize. "Were've looked at multiple millions of people who look and feel like current cellular phone users," he said. "Potential users are out there." Cellular phone usage has increased exponentially in the past several years and with the growth of seamless networks, usage is expected to increase even more dramatically.
But MobiLink will have a few rough spots to get past, in addition to its competition. The marketing' team that is now pulling it all together will be dismantled after the first advertising breaks. The team is made up of people from the various telecommunications companies involved in the consortium. A new "branding team" will be put into place in the fall.
But, unlike the new AT&T venture, which brings its brand baggage with it, MobiLink operates with a clean slate. Even the name is a new creation thought up by identity consulting firm Anspach Grossman Portugal. Said firm member Bill Schneider of the moniker, "It's like a vessel in which you can pour meaning."
Copyright Adweek L.P. (1993)