My Circle, a plan that allows the customer to add up to 10 numbers to call for free across competitive wireless providers. My Circle is available for Alltel rate plan subscribers who spend $59.99 and up per month.
Week of April 23, 2006
Cell phone users trapped in a plan that requires all customers to be subscribers to the same company's service for free circle or family plan calls.
An Alltel employee stands in front of the recognizable spokespeople for the company's competitors - The "Can you hear me now?" Verizon guy, the Cingular orange cartoon jack, the trench coat Sprint former spokesperson and a Catherine Zeta-Jones look-alike for T-Mobile.
The Alltel employee tells the competitors that any of their customers can now be a part of Alltel's My Circle plan. The Verizon look-alike guy says, "That's really not what we do," referring to other companies requiring all circle users be customers of that one company.
There are two commercial versions of this campaign launch. One ends with a big group hug. Another ends with the Verizon look-alike asking if he can call Catherine Zeta-Jones of T-Mobile.
• Alltel has flown under the radar with its branding while the other companies like Verizon, Cingular, T-Mobile and Sprint have been able to successfully develop both celebrities and unknowns as identifiable spokespeople. This commercial helps Alltel aggressively go after those companies and can help Alltel make a lasting name for itself.
• Commercial is a good parody without being tacky or nasty. A great way for Alltel to establish a reputation by calling out its competitors.
• Alltel doesn't mention the limit of 10 numbers or the pricing plan. Web site clearly states this, though.
• When Sprint and Nextel merged, Sprint dropped its trenchcoat front man. The orange Cingular jack is also on its way out with the AT&T/Cingular merger. Alltell will still be able to get a lot of mileage out of these ads based on the recognizability of these icons alone.
• Legal disclaimer has mysteriously popped up on TV commercials citing the look-alikes are not associated with Alltel. When the ads debuted, some experts said Alltel may have some legal issues, particularly in the use of a Zeta-Jones look-alike. Alltel says the commercials are simply a parody.
• Follow up versions to these commercials have been introduced, including one that shows the icons and the new Alltel spokesman bowling together plus another featuring Alltel-sponsored NASCAR driver Ryan Newman.
• Alltel is the number five cell phone provider.
• In 2005, Alltel spent about $124.5 million in advertising and promotions, an increase from 2004's $117.9 million.
