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Network of the Year: Y&R

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Bronze Winner

The NEW Category - The NEW Category
Entrant: Y&R New York, New York
Cellularsouth - "Y'All vs Us"
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. RESULTS: 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

LIA Awards 2010©

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