Piotr Jakubowski – Mind over Marketing


The New Sprint – A Great Rebrand
April 20, 2009, 10:00 am
Filed under: advertising, branding | Tags: , , , , , , , , ,

In the race to the top of the big carriers we’ve seen a variety of different campaigns – the funny family share spots from T-Mobile, the massive platoon of people in the Verizon commercials and the bars from AT&T. For the past few years Sprint, the third largest network in the United States, hasn’t really created advertising that has stuck in the minds of the consumers. In the past few months the company released its flashlight graffiti spots which were well executed, as well as the black and white ads with the CEO – although these weren’t as powerful as they could’ve been.
 

 

Recently, the company began its venture into 4G (didn’t we just start covering 3G?) and with this, we’ve seen a rollout of new spots to promote the service. The new spots are full of information, are animated, relevant and most of all, memorable.
 

 

The statistics approach provides two avenues of entertainment for the audience. First of all, it includes information that is relevant to the fast data network the company provides, while keeping it interesting. Secondly, the tongue-in-cheek nature of the statistics that are shown brings the spot down to a personal level. Don’t you feel bad for one of the 84 people who were dumped by text message?
 

 

Great new work from one of the leaders in wireless technology – let’s hope the product fulfills the expectations.

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2 Comments so far
Leave a comment

I like both sets of spots independently, but do you think their differing tones work together to form a cohesive brand identity/voice?

Comment by boguskyrection

You are right about this campaign, I love it. Every time the commercial comes on I want to watch it or I might even wait to FF on the DVR. Another great thing it does is allows them to associate themselves with all cool trending things. Right now x is Twittering etc. Anytime you can indirectly associate your company with great new technologies and popular sites it is a winner.

Thanks for the post.

Comment by Jim Hanifen




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