Comparing its services to its competitors, GUAMCELL was able to engage consumers with its campaign entitled, "Bad Relationship". The series of radio, tv and print ads utilized the emotional tie to convince its existing customers to 'walk away from bad service' and switch to GUAMCELL, while keeping their current number. The overall campaign projected an over-dramatized, soap-opera style theme. The "Bad relationship" campaign exceeded client projections and increased GUAMCELL's customer base. In addition, the unique look and feel of this campaign created a buzz in the industry that still gets talked about to this day!
