ROGERS AT&T WIRELESS PROMOTES TOTALPHONE
By Adnews Staff
Rogers AT&T Wireless is promoting a new prepaid wireless phone package called "totalphone" with a multimedia marketing campaign. The package involves no cards, contracts or credit checks. Customers purchase the handset and then choose from three airtime plans. The customer pays at the start of each month with a credit card or pre-approved payment process. Additional airtime and features such as call display can also be purchased. A 30-second television commercial for the service has been jointly created by MacLaren McCann, Red Rover Studios and Silent Joe. The animated ad shows three cells, called "No Contracts," "No Phone Cards" and "Better Rate," merging to form a "totally new species in wireless." The campaign will also use interior transit, washroom, cinema and Web advertising.