Cellular One
After almost ten years of having only one competitor, three major carriers were about to invade the San Francisco market. DanaForan Advertising provided relentless, consistent focus on Cellular One’s coverage advantage, reminding customers where to find the one thing they wanted most…having phones that work. From promotions to branding, to co-branded partnerships, Cellular One’s most meaningful difference — its vast coverage superiority — was exploited. A joint venture between AT&T and Verizon, Cellular One lost almost zero market share, was purchased by AT&T and operates today as AT&T Wireless.