Thousands of people called our featured customers' numbers. One received 600+ calls per day, and over 1,000 calls when the ad ran during a Chicago Bears game. One ad ran on a local time slot of the Super Bowl, generating over 13,000 inbound calls. Approximately 50% of the calls were responses to the customer's story. And about 50% were from people who doubted the customer was real.

The ads scored well above copytest norms for message delivery, credibility and distinctiveness. Since the ads began airing, U.S. Cellular's brand tracking scores for consideration have increased by 50%.