INSIGHT
It may be hard to believe, but in 2012 not everyone owned a smartphone. 4G was not considered a widespread network yet and devices were only just becoming available across all providers. But with a 31% annual growth rate and expectation of smartphone saturation in five years, more and more Americans were making the switch. Most people did not understand the new data plans (wtf does 1GB mean?), but everyone agreed their monthly bill was too expensive.
A smartphone is a very personal relationship. It lives in your pocket. It wakes you up in the morning and likely puts you to sleep. Captures your memories, plays back your favorite song, and facilitates how you connect with the people you love. Our research with consumers proved that people loved their smartphones, but hated their wireless provider.
STRATEGY
All of the reasons users love their phones (social apps, music, photos, video, etc) require data to power them. And out of all the major carriers in 2012, Sprint was the only one still offering unlimited data plans to new subscribers.
Every smartphone manufacturer was already bragging — with extremely heavy media buys — about the features of their newest tech. They didn’t need any help. However, Sprint needed to connect all those sexy new features to the things our users were passionate about. And demonstrate how unlimited data won’t put a cap on their experience.
Every wireless carrier had the same devices. But only Sprint had The “Unlimited” Editions.
HTC EVO 4G LTE - “unlimited Love, Unlimited Evo”
Previous versions of the HTC EVO had been a cult favorite with over 19M active Sprint subscribers. This was the first smartphone to use Sprint’s new 4G LTE network and the last exclusive device for Sprint. We wanted to capture the existing love with a TVC and interactive billboard in Times Square.
SAMSUNG GALAXY SIII - “The UNLIMITED EDITION”
Samsung launched the Galaxy SIII model with an aggressive campaign targeting iPhone owners. We decided to instead focus on the device's promise of "Smart Features" that improved human-device interactivity (All-Cast Share, Social Tag, Buddy Share) as well as the device's high-def screen and 8MP camera. All of which were made better when you don't have to worry about how much data you are using
APPLE IPHONE 5 - “I AM UNLIMITED”
Due to brand restrictions from Apple, we were very limited in what we could say to promote the launch of the all new iPhone 5. But we couldn't stay quiet for what was one of the most anticipated tech launches of the year. So instead of talking iPhone, we made a manifesto for those that strive for an 'unlimited' life.
RESULTS
Throughout 2012-2013, over 60% of new subscribers that joined Sprint bought one of these new devices. The device campaigns complemented other brand campaigns and network messaging to help solidify the connection between the Sprint brand and 'unlimited data’.
My role: Lead planning and strategy across all three major device launches and spearheaded 1st and 3rd party research on mobile device trends to influence our approach.
Creative: Team Sprint - Leo Burnett, Digitas