AirTouch Cellular
"Pizza Guy"

Objective:
Increase the usage rate of existing customers and generate a new customer base of non-business oriented phone users.

Strategy:
Promote the everyday, everywhere use of cell phones by reminding people that AirTouch can quickly connect them to people they want to talk to.

Execution:
Outdoor campaign focuses on typical "everyday" people (pizza guy, family, etc.) that users may want to connect with while they're on the go.