• by Tanya Gazdik , January 13, 2010

Cox Communications is launching a new ad campaign and Web site to promote its new wireless service, which will be available in March.

The campaign breaks this week in Hampton Roads, Va.; Omaha, Neb.; and Orange County, Calif., the first areas to offer wireless, and features consumer reactions to outrageous offers made by incumbent wireless providers.

The creative features a faux wireless service provider, "Your Wireless," at a mall kiosk. Consumer reactions ranged from "You're going to charge me for not using all of my minutes?," to "That's horribly unfair." The mall shoppers react negatively when presented with the opportunity to buy these currently available plans.

"Our research found that value and transparency are very important to consumers when choosing a wireless service plan, but they are not finding these qualities in the wireless plans offered today," said Stephen Bye, Cox's vice president of wireless, in a statement. "Total loss of unused minutes as well as unforeseen overage charges on bills are just two examples of what our customers have told us is just unfair." Cox is asking consumers to tell them what they'd like to change about their current wireless services by visiting the company's Facebook page.

Southfield, Mich.-based Doner created the campaign, which includes both 15- and 30-second TV spots. Cox will run the spots from its cross channel inventory that reaches all Cox video subscribers as well as on broadcast television, according to Jill Ullman, a Cox spokesperson.

Marketing tactics will vary by market but will include cross channel, broadcast and print ads, outdoor billboards, email blasts, Web ads, sponsorship of local news delivery via text messaging, electronic newsletters and bill inserts and messages, Ullman says.

Cox has also launched a new Web site at unbelievablyfair.com. Upon entering the site, consumers will learn that Cox's wireless services will arrive in March. Consumers are encouraged to register to be among the first to learn more about Cox's wireless services. Registrants who are already Cox cable customers receive a free on-demand movie.