- Over a year ago, UScellular started encouraging customers to put down their phones
- The campaign started when UScellular was losing subscribers at an alarming rate
- Now UScellular is enlisting Alanis Morissette to sing the praises of a digital reset, all to the tune of her classic “Ironic”
It all sounded a little strange when in early 2023, UScellular encouraged customers to put down their cell phones for five days, five hours or even five minutes to basically stop and smell the roses. The cell phone company said it wanted people to disconnect with their devices and reconnect with each other.
The initiative came as UScellular was losing subscribers like crazy – 24,000 postpaid disconnects in the first quarter of 2023 alone. Layoffs ensued as wireless competition from cable companies increasingly encroached on its territory – typically suburban and more rural areas versus the metropolises of its bigger rivals. Its stock hit a 32-year low.
But now, in the midst of UScellular’s decision to sell substantially all of its wireless operations to T-Mobile for about $4.4 billion – including 4 million wireless customers – the cell phone company is doubling down on its campaign to disconnect customers from their devices. To be sure, these are temporary disconnects for the sake of consumers’ own sanity – not permanent disconnects.
In a new partnership with Alanis Morissette, the company aims to highlight the ironies of modern day phone usage in a “thought-provoking and entertaining way” to promote positive digital health.
And oh, by the way, UScellular’s whole “put down your phone” campaign is ironic.
Cue Morissette’s iconic song “Ironic,” which is featured on “Jagged Little Pill,” an album that’s nearing its 30th anniversary. It's sheer coincidence that the milestone coincides with UScellular’s campaign, according to Eric Jagher, SVP and chief marketing officer at UScellular.
UScellular was working with its advertising group The Martin Agency when they decided to see if Morissette was available. Being that she’s an advocate for digital health, it all made sense, he said.
“The only thing more ironic than smartphones making people feel disconnected is a wireless company telling people to put their phones down,” Jagher quipped.
Sale to T-Mobile
Since UScellular launched its “disconnect” campaign over a year ago, its owners, Telephone & Data Systems (TDS), announced they were evaluating “strategic alternatives” for UScellular. After nine months, it finally announced in May that it would be selling most of its wireless assets to T-Mobile.
Why launch this campaign now when a sale is underway?
Regardless of the T-Mobile transaction, “we’re going to continue to promote healthier digital habits,” Jagher said. “The T-Mobile announcement doesn’t change that.”
The UScellular purchase reinforces T-Mobile’s message to the financial community that it’s making good on is promises to more aggressively reach rural areas that it historically wasn’t attracting, said industry analyst Bill Ho of 556 Ventures.
As for UScellular’s new partnership with Morissette, Ho said it likely resonates with the target audience.
“It’s a right message for the concert goers,” he said. “You’re getting that certain target audience who probably do care about the social aspects of using too much phone time.”
Challenger brand
When UScellular set out on the disconnect campaign, which started in late 2022 before the official public kick-off in February 2023, the company’s leaders decided they wanted to stand for something and against something, Jagher said.
“We wanted to stand for genuine connection and really to stand against this notion of constant connection that distracts and divides. We really feel a strong obligation. Across our footprint, we have an obligation to stand up for the communities in which we operate,” he said. “So far, we’re very happy with the results.”
As part of the campaign, UScellular is running spots featuring Morissette in a video where she’s recreating some of her iconic moves from her original music video. No spoilers here, but there are a total of 22 Easter eggs in the 60-second spot.
“It’s certainly a feel good spot but people can relate to it,” Jagher concluded. “We love phones. We obviously sell them, but there are better ways to use them to make better connections to the people around you.”