Sprint: Can You Hear Me Now?
It was 2016 and the Sprint brand was in trouble.
As #4 in a 4-carrier category, it's no surprise that our first instinct was to embrace a challenger position. But, how could we believably do this when T-Mobile, aka the 'Un-carrier', kept disrupting the category on a seemingly weekly basis? After weeks of trawling, we finally located the data point that would change everything.
The wireless category is one of chest-beating, self-congratulations and one-upmanship. So here's the kicker. When it came down to it, there was only a ONE PERCENT DIFFERENCE between us and the others where it mattered most - call and data reliability. Imagine that! And now imagine a strategy that would turn the category on its head by taking a surprisingly refreshing, honest and humble stance that all the carriers are pretty much the same - and by doing so, clearly positioning #1 as a legitimate wrongdoer, happily charging people 50% more for a mere 1% difference.
- Project Roles
- Deutsch LA
- Brand Strategy, Creative Strategy, Research
- Commercials - Broadcast, Commercials - Video, Television, Commercials - Radio, Social Media Content, Social Media Copy
- Project Industries
- Retail, Technology