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Believe In Better

The Believe in Better campaign took a refreshingly honest approach to positioning telecom, an industry known for highly-commoditized services, aggressive (but short-lived) introductory pricing, and sometimes-questionable advertising tactics, making providers easy to mistrust and villainize. 

With this campaign, TDS acknowledges a few key insights that other providers often overlook, or outright ignore:

  • What customers want above all else, is reliable, affordable service from a provider who is quick to respond.

  • Although bigger providers may offer better technology, they tend to be less customer-focused.

  • Attrition is driven mainly by the current provider's failure than it is a competitor's lure.

Believe in Better was built on the simple premise that no customer should have to choose between superior technology and superior service.  

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