In order to demonstrate that the authentic iTunes experience is now available on a Cingular cell phone, we used key Apple/iTunes brand equities (cool music, bold colours, simple graphics, movement/energy, X + Y simple copy) in combination with key Cingular brand equities (orange, 5 bars, Raising the Bar). This core creative strategy was applied across all consumer touch points: product packaging, in-store communications, television, online, print and OOH.

Since the campaign started in September 2005:•Sales of iTunes-enabled handsets have increased to 7% of the total handset sales, triple the launch goal.•Average revenue per iTunes-enabled handset user is 35% higher than for non-iTunes-enabled handset users.•Among competitive customers, perceptions of Cingular having stylish and cool phones have increased 38% since launch.