Local radio and television personality endorsements link high personal credibility to the brand message while using the emotional relationship with the listener or viewer to raise brand awareness and recall of the message. Research indicated that over 70% of consumers who bought a product pitched by a celebrity said that it was the endorser who first grabbed their attention.* (American Public Opinion Survey as quoted in Business 2.0, 4/05).

Local television endorsements had never been done before and the campaign was able to breakthrough the commercial clutter of the medium with this first-ever ground-breaking tactic for Nextel. A store survey yielded an 85% satisfaction rating.