SunCom Ad Campaign Promotes Novel Feature

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NEW YORK (AdAge.com) -- Under a wireless service promoted in a $10 million ad campaign launched today, SunCom will automatically inform cellphone customers when they have traveled outside a local free-call zone.

The cellphone sceen flashes a geographically sensitive text message, alerting users whether they are inside or outside a broad geographic area that is the basis of their plan.

Six states
SunCom, Richmond, Va., provides wireless services to customers in six southeastern states.

The program, called the SunCom UnPlan, allows customers to make as many local or long-distance calls as they choose from within one of the 28 multi-county areas the company has defined throughout its territory.

When they are within this zone, the screen on their cellphone displays the word "free." When they pass outside the area, the "free" disappears and they know they have to use their out-of-area minutes.

300 anytime minutes
Outside of their local area, customers get 300 anytime minutes per month included in the UnPlan, with no roaming or long-distance charges anywhere in the United States, including Hawaii (excluding Alaska).

The campaign by Margeotes, Ferititta and Partners of New York, includes broadcast and cable TV, radio and print in 37 southeastern markets.

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