A story of wireless captivity, activism and freedom.
As a regional wireless provider, how does iWireless increase customer acquisition and retention against the pressure of national goliath competitors?
THE DISCONNECT — WHAT STOOD IN THE WAY OF SUCCESS:
iWireless was an undifferentiated, transactional brand using promotion as a means of customer retention. In 2013, they were also launching into Iowa’s largest consumer market, Des Moines, where they had no brand awareness and that was previously held exclusively by their T-Mobile partner.
In tandem with iWireless CEO, Craven Shumaker, we needed to transform iWireless into a solution-oriented, relationship-based brand, launching with a big bang in Des Moines and surrounding markets.
WE STARTED WITH NED.
I'm Mariah. I love to do arts and crafts and be creative—I'm a DIY kind of girl. I LOVE music, concerts, and outdoor festivals. I'm super laid back, & I love meeting new people! Oh, and I have a super wonderful boyfriend named Ned.
I'm Vin... A Tech Savvy guy who tries to make people laugh. I'm pretty humorous and I try to be the life of the party! I love everything digital and I'm always in-the-know when it comes to the latest and greatest digital gadget.
AMAZING CAT-OBSESSED MOTHER
All of my son's wonderful friends call me 'Mom B.' I'm married to my high school sweetheart (Roger). We have a son named Ned (whom we love dearly). I love Mamma Mia, ABC Family and Hallmark Originals—which I make Roger watch with me.
HIS HOBBIES & HANGOUTS.
ONE DAY NED DECIDED TO GET A NEW CELL PHONE PLAN.
WE LEAKED THE VIDEO ONLINE + ON BROADCAST ACROSS LOCAL MARKETS:
DES MOINES, CEDAR RAPIDS AND QUAD CITIES.
NED'S FRIENDS AND FAMILY BECAME INCREASINGLY CONCERNED.
BILLBOARDS STARTED POPPING UP THROUGHOUT
DES MOINES, CEDAR RAPIDS AND THE QUAD CITIES.
BANNER ADS APPEARED ON POPULAR WEBSITES.
THE REVOLUTIONARIES OF FREE NED SHOUTED FROM THE ROOF TOPS…
…and social media platforms alike, sharing Ned’s story of captivity and rousing public support behind their cause. They blogged, pinned, posted signs, made playlists, created memes, tweeted, commented, downloaded posters, handed out T-shirts, recruited on Craigslist, made calls, shared inspiration and baked.
AND THEN THEY RALLIED.
CAMPAIGN MOMENTUM GREW.
iWireless “got wind” of the Free Ned Movement. Focused on freedom and flexibility, iWireless just couldn’t stand for this type of captivity and joined FreeNed.org in its fight to free Ned and people like Ned everywhere.
THEY REACHED OUT TO THE MASSES ON BROADCAST & ONLINE.
AND THE STORIES OF OTHER WIRELESS CAPTIVES EVERYWHERE CAME POURING IN…
CAPTIVE & PHONELESS
I've never used iWireless before but I used to have a Sprint cellular phone, I wasn't happy with their plans for phone because I'm deaf, and I depend on a lot of texts, internet, etc. Their bill was phony and expensive so I stopped using cell phones from Sept 2012 until now. I'm currently using Kindle Fire HD, and its only way for me to contact people through email, Facebook, and AIM. I would prefer cell phone since its more easier and quick to get a hold of people. Keep up the good job with free Ned.
CAPTIVE WITH GARBAGE
I hate my phone. It is a massive pile of garbage that needs to be recharged every 2 hours. I can't upgrade to a new phone until June because my mobile carrier is run by a bunch of money hungry jerks.
I was in a contract with AT&T for 1 1/2 years after leaving iWireless from late 2008 to early 2010. It was horrible... service was almost non-existent outside of certain areas of Iowa. It was horrible. I switched back to iWireless and love it!!! Thanks iWireless!
HAPPY & FREE
iWireless is awesome. they have great deals and good phones. I have been a customer for quite awhile now and i can say im very pleased with it and will never go back to a contract phone again.
SUPPORT OF THE FREE NED MOVEMENT GREW AND GREW.
PEOPLE CONTINUED TO RALLY AND COME TOGETHER
IN SUPPORT OF FREE NED—PLEADING FOR NED'S FREEDOM AND
THE END OF WIRELESS INJUSTICES EVERYWHERE.
FINALLY. NED WAS FREE.
To celebrate Ned’s freedom and reward #FreeNed supporters, iWireless hosted the “Free Ned Free Concert” featuring The End in Des Moines. This event celebrated wireless freedom, as well as those who fought for it.
But the fight didn’t end here. At the event, Ned announced his partnership with iWireless and in his new quest to free others like him everywhere.
WHY? BECAUSE… ACCORDING TO NED…
WE ALL DESERVE TO HAVE A WIRELESS PLAN THAT DOESN'T INVOLVE
BEING DUCT TAPED TO A CHAIR IN A DARK BASEMENT.