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Promoting safety and courtesy. Developing a Hispanic PSA kit for Cingular Wireless. |
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| Process Background: Cingular Wireless is the largest wireless company in the United States, with more than 54 million subscribers who use the nation's largest digital voice and data network. Cingular is dedicated to providing customers with wireless technology designed to enrich their lives. Always looking for innovative ways to reach their customers, Cingular was in need of a PSA kit that would be fun and informative and directed at its young Hispanic subscribers. The kit would contain a DVD with messages from well known music, movie, and TV celebrities within the Hispanic community. Along with the DVD, a 12-page booklet that informs young cell users on the safe and courteous use of their cell phones. The kit would be available in the Spanish language only. Solution: Mediarail Design was was responsible for creating the DVD packaging and booklet. We submitted 3 concepts that ranged from a metal tin box to specialty die-cut packaging. The latter was selected and the idea of "fun, casual and informative" was to be reinforced throughout the project. We developed a colorful illustration using Cingular's main corporate colors to brand the packaging and to visually communicate the idea of safe cell phone use. The booklet uses rounded edges and open text with plenty of white space, so the reader would not be overwhelmed with the amount of text content that needed to be included. |
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Result: The PSA kit met all of Cingular's objectives for communicating the safe and proper use of their cell phones. The kit also extends Cingular's brand by showing their commitment and concern for the welfare of their subscribers. The PSA kit is durable and was developed with the idea of multiple users. |
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Copyright © 2006 Mediarail Design, Inc. All Rights Reserved. |