The NEW Category -The NEW CategoryEntrant:
Y&R New York,
Cellularsouth - "Y'All vs Us"
Credits Media Type: Television, Outdoor, Live Events, Radio, Branded Content Corporate Name of Client: Cellular South Agency Account Director: David Haughey Agency: Y&R New York, New York Chief Creative Officer: Tony Granger Executive Creative Directors: Scott Vitrone/Ian Reichenthal Creative Director: Richard Butt Copywriter: Cooper Smith Art Director: David Canning Production Company: Moxie Pictures Global Director of Creative Content: Kerry Keenan Executive Director Content Production: Nathy Aviram
Agency Producers: Jo Kelly/Kim Cross Music Supervisor: Eric Johnson Editors: Dave Herman/IIya Magazanin Post Production: Level 2 Assistant Producer: Gary Granger
Basic description of the project: Cellular South had a problem: Being too "local" to keep up with national
competitors. So, how do you make Southern a strength?
Sponsor their passion and their region¹s passion: high school football. We sponsored five rivalries and broadcast them NFL style. We produced a
documentary series following two rival teams. An integrated campaign
promoted the program. As well as a redesigned website for all the content.
75,000 fans at games
200% increase in web traffic
30% increase in store traffic
60% increase in phone activation
$3.3 MM in earned media
A documentary series in over 85 million households nationwide