Cingular Wireless / Journeys / Underground Station
OBJECTIVE:
Introduce a new Cingular product, “Cingular Sounds” to young adults, ages 13-24.
SOLUTION:
Journeys and Underground Station's influential young adult shoppers were encouraged to text in
to get exclusive ringtones from their favorite artists including the All-American Rejects,
Fall Out Boy, Missy Elliot, Nelly, and Maroon 5.
RESULTS:
• Created awareness of the Cingular Sounds program• Increased ARPU (average revenue per user) and customer retention by 20%
• Decreased churn by 15%
