Cox Communications is priming the pump for its wireless phone service with an ad campaign that focuses on consumers’ frustrations with their current wireless service provider plans.
Cox’s “Unbelievably Fair” teaser ad campaign is directed at subscribers in the three test markets that were announced by Cox last month: Hampton Roads, Va.; Omaha, Neb.; and Orange County, Calif.
"Our research found that value and transparency are very important to consumers when choosing a wireless service plan, but they are not finding these qualities in the wireless plans offered today," said Gary McCollum, Cox’s senior vice president and general manager. "Total loss of unused minutes, as well as unforeseen overage charges on bills, are just two examples of what our customers have told us is just unfair."
Cox’s wireless service is slated to go live in the three test markets in March, but so far Cox hasn’t announced any details on the prices or devices for the service.
The ad campaign focuses on consumers’ reactions to over-the-top offers by incumbent wireless service providers and includes a new Web site.
The campaign was created by Cox’s advertising agency, Southfield, Mich.-based Doner.