Cingular Wireless launches national branding campaign

Bursting onto the national stage, Cingular Wireless is launching its brand with flair through a nationwide advertising campaign celebrating self-expression, one of the largest corporate demonstrations of self-expression ever, and a promise to provide unparalleled customer service.

"At Cingular, everything we do supports and enhances the need for human expression," said Cingular president and CEO Stephen Carter. "We want to give people the opportunity to shout and be heard. You'll see this is in everything we do—the products, the equipment, plans and services we offer."

In Atlanta, Carter and comedian Dana Carvey demonstrated Cingular's dedication to self-expression by unveiling a 12-story wrap consisting of photos, quotes and expressions submitted by many of Cingular's 29,000 employees on its new Atlanta headquarters building. This marks one of the single largest corporate demonstrations of self-expression ever.

"Every one of us has something special to tell the world. Even the Church Lady and the guys in Wayne's World felt the need to express themselves," Carvey said.

Cingular is the second largest wireless carrier in the United States, with 20 million customers in 39 states and the only wireless provider dedicated to enhancing individual human expression. Representing the largest consolidation of brands in the wireless industry, the Cingular name unites 11 brands brought together through the joint venture of SBC Communications and BellSouth announced October 5, 2000.

The company also announced the "Cingular Promise": to provide a new level of superior, individual customer service. Customers can update their rate plans at anytime with no charges, and automatically receive promotional rates on new phones every two years.

Cingular is also announcing unique offers on calling plans and equipment. This includes its "Chat All You Want" promotion, which allows unlimited local wireless-to-wireless calls or text messages between Cingular customers in the same market. The promotion is available at no cost as part of a number of rate plans.

Cingular is bringing its message of self-expression to consumers through television and print campaigns devised by advertising agency BBDO. The ads use the tagline: "Cingular—What Do You Have to Say?" and the first TV ads were shown during Sunday's AFC Championship football game.

The Cingular name will replace BellSouth Mobility, BellSouth Mobility DCS, Cellular One (in markets formerly operated by SBC and BellSouth), Houston Cellular, BellSouth Wireless Data, Southwestern Bell Wireless, Pacific Bell Wireless, Nevada Bell Wireless, Ameritech Cellular (in markets formerly operated by SBC), SNET Wireless, and SBC Wireless.

Source: Cingular Wireless
With contributions by Ellen Jensen, Managing Editor