Year of Free Mobile Launch
Alaska’s largest telecom introduced a major consumer offer with a Super Bowl spot: a year of free mobile, announced by recognizable Alaskans in places that felt familiar.
My Role
Led strategy, writing, pre-production, production, post-production, client review, and campaign delivery.
Deliverables
TV spots · Cutdowns · Radio spots· Paid social · Digital ads · Retargeting assets · Campaign copy
The result
A Super Bowl launch that made GCI’s Year of Free Mobile feel memorable, local, and easy to understand, with a campaign system that extended beyond the spot into radio, digital, paid social, static assets, and supporting copy.
The challenge
GCI had a big offer, but the brand also had a bigger perception challenge.
In a market where “local” matters, GCI needed to show up in a way that felt more rooted, more recognizable, and more connected to everyday Alaska life.
The spot also had to work in one of the most competitive advertising moments of the year.
The strategy
We framed the offer as news worth interrupting your day for, delivered by Alaskans with strong local credibility, including Kikkan Randall, Lydia Jacoby, and Cory Davis.
The spot used familiar community locations to make the announcement feel grounded in real Alaska life.
Supporting display and paid social carried the idea further, showing how a year of free mobile could show up in everyday moments, from sledding to fat tire biking.