Leo Burnett Chicago
Fri, 30 Nov 2012 18:15:16 GMT
To highlight the advantages of its Truly Unlimitedsm data plans compared to the shared data plans offered by competitors, today Sprint (NYSE: S) launched an integrated marketing campaign that encourages consumers to “Say No To Sharing” and “Say Yes To Sprint.” The campaign, created by Sprint and its agency Team Sprint – Digitas and Leo Burnett – includes a national TV commercial, print advertisements, social media outreach, online digital banners and retail integrations.
“The concept of sharing a monthly data allowance across a family or group of users increases the likelihood for a surprise monthly bill due to data overage charges,” said Caralene Robinson, vice president- Brand Strategy and Marketing Communications, Sprint. “Data usage continues to increase and consumers value Truly Unlimited data because it’s simple and straightforward. This campaign is designed to eliminate the confusion and skepticism about who offers Truly Unlimited data plans without the costly catch of sharing metered data attached. It’s Sprint.”
In the TV ad titled “Family Meeting” viewers see a family sitting at the kitchen table debating how they will divide the shared gigabytes of their data plan. Several ideas are thrown out by family members and ultimately no decision is reached. It’s designed to show the difficulty and anxiety caused when several people are forced to share a limited amount of data with one another. The spot ends with a call to action: “Say No To Sharing” and “Say Yes To Sprint,” with Truly Unlimited data, text and calling to any mobile phone. No throttling, no metering and no costly overages. All while on the Sprint network.
The idea behind the campaign is that nobody really wants to share their data plans, especially when there are limits. Additionally, it’s nearly impossible for people to know how much data they are consuming each time they use their smartphone because the data consumed varies depending on the activity and when multiple users are consuming varied amounts of data costly overages can easily occur. For wireless consumers the solution is a Truly Unlimited data plan from Sprint which offers data without the need for compromise because there’s no sharing.
With Sprint, customers can take advantage of Truly Unlimited data on a wide selection of plans, a great line-up of devices all with exceptional customer care. The combination of value, industry-leading devices and customer service sets Sprint apart.
· Unlimited value: The Truly Unlimited data plans from Sprint offer a great value to new and existing customers and Sprint will continue to offer them to customers.
· Award-winning smartphones: Sprint offers a variety of award-winning devices, including the iPhone 4S, Samsung Galaxy S® III and HTC EVO™ 4G LTE, that allow customers to take advantage of all the services and features that make the most of Truly Unlimited data.
· First-place customer service: Sprint is No. 1 among all national carriers in customer satisfaction and most improved, across all 47 industries measured, during the last four years, according to the American Customer Satisfaction Index (ACSI). Sprint is also the only U.S. company to go from last place to first place in its industry during that four-year period.
Client/Ad or Campaign: “Sharing is Not Caring” Unlimited Campaign
Agency: Team Sprint – Leo Burnett / Digitas
Executive Creative Director: Michael Boychuk
Associate Creative Director – Art: Ryan Dickey
Associate Creative Director – Copy: Bryan Karr
Executive Producer: Nicky Furno
Production Company: Biscuit Filmworks
Director: Aaron Stoller
Producer: Mala Vassan
Director of Photography: Bryan Newman
Editorial: Whitehouse Post
Editor: Carlos Lowenstein
SVP, Creative: Suzanne Michaels
Senior Copywriter: Carlos Rangel
Senior Art Director: Craig Ferrence
view more - CreativeLeo Burnett Chicago , Fri, 30 Nov 2012 18:15:16 GMT