Cox Promises 'Unbelievably Fair' Plans

A new, 'unbelievably fair' wireless service is coming to Cox communities

January 13, 2010

1 Min Read

ATLANTA -- A new, “Unbelievably Fair” wireless service is coming to Cox communities, reveals Cox’s cuddly little mascots. A new advertising campaign will begin this week in Hampton Roads, Va.; Omaha, Neb.; and Orange County, Calif. featuring genuine consumer reactions to the outrageous, but all too common offers, made by incumbent wireless providers. Cox’s advertising agency (Doner, Southfield, Mich.) created a faux wireless service provider, “Your Wireless,” at a mall kiosk and spoke plainly about the “gotchas” included in the wireless plans to which most consumers subscribe.

“You’re going to charge me for not using all of my minutes?,” “That’s pretty unfair” and “That’s horribly unfair” were among the humorous consumer reactions. The ads bring to light the unfairness of many of today’s wireless plans in which consumers pay for all of the minutes in their plan, regardless of whether they actually use them. The mall shoppers frown, gasp and give looks to kill when presented with the opportunity to buy these currently available plans. A recent article in The New York Times titled “Is There a Method in Cellphone Madness?” addressed these same issues in its exploration of the psychology and economics behind today’s wireless plans.

Cox Communications Inc.

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