Cell expression inspires college students nationwide.

In September 2007, U.S. Cellular, the nation's sixth largest wireless provider, dialed up AMP Agency. The task at hand was the creation of a mobile tour that would raise brand awareness, create preference and connect with the coveted but elusive Gen-Y market in more personal, relevant ways.

Utilizing deep knowledge of the Gen-Y consumer and the wireless market, AMP Research pinpointed a key insight that would drive the effort – the target wants more than just good service and coverage from a wireless provider. Gen-Yers want their cell phone to be a reflection of who they are as an individual. They want it to be an extension of their personality.

That insight inspired AMP's decision to position U.S. Cellular as the wireless brand that puts the Gen-Y consumer first. And to showcase the aspects of U.S. Cellular that matter most to young adults – connectivity and expression – AMP conceived the 26-market Express Your Cell tour.

Supported by AMP Media's multi-channel outreach efforts, consumers flocked to campuses, hot spots and other Express Your Cell tour stops to celebrate their individuality through a variety of event stations that that let them interact with – and learn about – U.S. Cellular's many products and services.

The Music Play area let event-goers mix and mash their own downloadable ringtones on turntables built into the trunk of a tricked-out '64 Chevy Impala. Image Play invited kids to work with graffiti artists to create personalized cell phone wallpapers. At the Word Play station, consumers made fashion statements all their own by converting text messages into custom-designed t-shirts. Gen-Yers were also invited to visit the dedicated wintheimpala.com microsite for a chance to, well, win the Impala.

To gauge the success of Express Your Cell, AMP executed a two-wave study utilizing online surveys conducted with U.S. Cellular's 18-24 year-old target in program markets.

AMP's measurement efforts showed exciting results, including increased brand awareness and top-of-mind recall of U.S. Cellular phones, feature and services that enabled greater self-expression. Survey respondents also stated that they were more likely to consider the brand in the future. Overall, Express Your Cell generated unprecedented brand relevance with the Gen-Y consumer, giving U.S. Cellular a strong foothold for future programs.