Case Study for Agency
03-1012253-520

1. Description of Situation
Crown Castle announced a joint venture and were opening regional
offices. As a pioneer in the philosophy of collocation, Crown Castle
was actively talking to communities about telecommunications towers,
not viewed favorably by the general public. Their objectives were to
maintain a high level of awareness for Crown Castle, differentiate them
from the competition, maintain their image as an industry leader and
establish Crown Castle as being sensitive to communities.

2. Marketing Challenge
The campaign needed to take a different spin from other industry
campaigns, which typically featured telecommunications towers or people
talking on cell phones.

Most companies within the category also changed themes every two to
three months. The new campaign needed to be consistent.

3. Application of Solutions

Crown Castle launched its "Wanna Share?" campaign symbolizing
collocation.

The first ad featured children sharing a tree – a perfect metaphor for
one tower with different carriers sharing space – collocation. The
friendly theme followed with the lead-in copy "Sharing is sharing –
whether it’s sharing space on a tower or sharing a branch on a tree."
The copy focus outlined Crown Castle’s collocation benefits.

Children heightened the perception of their sensitivity to community
concerns about tower proliferation. The children also suggested an
"ease" of getting to market with Crown Castle, highly important because
carriers want to deploy their networks quickly.

Crown Castle mailed live Japanese Maple trees to potential clients and
featured them in trade shows to enhance the consistency of the
campaign. Posters of the ad reprint were placed in the regional
offices.

The second ad asked "Wanna Share? – a Secret? The same children
whispered that Crown Castle was popping up all over in regional
markets. Microwave popcorn with a "Wanna Share?" imprint was
distributed at and industry show and used as a direct mail piece.

The third ad also continued the Wanna Share a Secret theme and
announced the Crown Castle rebranding effort.

4. Results
The campaign heightened awareness of Crown Castle’s collocation efforts
and its community friendly relationships. Clients have continued to
express a positive reaction to the campaign.

The mailed Japanese maple trees received a successful response.

Mugs with the Wanna Share? logo were mailed to potential clients and
used as trade show giveaways.

Another benefit of the Wanna Share? campaign involved Crown Castle
employees. On launch day, all employees received an animated email
outlining the campaign, explaining the metaphor behind the children in
the tree and what was going to occur over the coming months. Each
employee received a Wanna Share? mug, and ad posters were sent to all
regional offices. A Japanese maple tree also arrived at each regional
office.

Crown Castle continues to be viewed as an industry leader and a
community friendly company that works in partnership to offer solutions
to ease the concerns about building towers within a community.

The agency won "1st place" for the Best Tower Collocation Campaign
judged by the industry leaders.