Cellular One
"Time Out"

Objective:
Increase the usage rate of existing customers and get more people to commit to a long-term calling plan.

Strategy:
Promote the low cost of using a cell phone as an enticement for everyday communications.

Execution:
Print ad placed in San Jose Sharks game program. Headline and visual combine to tell viewer to stop and think about Cellular One's new, more affordable way to use a cell phone as a means of normal communication.