UScellular Puts Existing Customers Front and Centre in Latest Campaign

While most wireless providers reward new joiners (and new joiners only) with a free phone for switching providers, UScellular sought to flip the script to reward existing customers simply for being them. Enter US Days, UScellular’s new campaign, brought to life by the Martin Agency, that aims to celebrate their customers in a new one-of-a-kind way - by having their own, real customers announce the offer for them.  

UScellular knows the value of long-lasting relationships, so they’ve invented US Days, an exclusive brand event to celebrate customers’ loyalty with unique offers and in-store giveaways. And to celebrate their customers even more, they are putting them in front of the camera - spotlighting actual customers in the brand’s US Days commercials, to showcase their commitment to real loyalty and real connection.

"It's important for us to show our existing customers how much their loyalty means to USCellular," said Eric Jagher, senior vice president, and chief marketing officer at US Cellular. "We are thrilled to demonstrate our commitment to them not only through the introduction of US Days but also by featuring loyal customers in our commercials to share their authentic stories and what connection means to them."

The campaign kicks off Thursday, March 14th, with the launch of their first spot 'Hair and Makeup' airing across broadcast, social, digital, OOH and podcast/radio/streaming audio. The charming 30-second spot features the first real customer - Bobbie, a 64-year-old/Graduate Student and Occasional Cancer Research Specialist in her 6th year as a customer.   

Not only is it a new look and tone for the brand, which historically leaned on tightly scripted comedy, but an experiment: can these regular folks play the part of cell phone pitch-people? In working with real UScellular customers, they were able to capture both the unscripted charm elevated in the spot, as well as the charm of everyday people playing the part of pitchman for thirty seconds (or so).