Tools for Love
For their Valentine’s Day promotion, Sprint needed a retail site to showcase their deals on phones. Of course, phones aren’t all that romantic. Or, are they? It was a real honor to work with the late, great Isaac Hayes on this one. He brought a special kind of romance to the experience.
Do Good Now
Likeablity is always a tough one for telecoms. We learned that Sprint donates $105 million to community organizations, but no one knew about this. It was time Sprint took credit for all their good deeds. And while they were at it, they could give people the ability to learn, not only about interesting current social causes, but Do GOOD Now, simply by using their phones.
Most providers make you wait until the off-peak hours of 9 p.m. for free calls. Sprint’s free calling begins at 7 p.m. To exploit this, we created an online resource center for people who want to eradicate waiting from their lives. At waitless.org, you find and share Sprintcuts—quick videos that show the fastest ways to do everything from tying your shoes to parallel parking. There’s also a human calculator who helps you see how much time you waste everyday on activities.
Manning’s Mind Integrated
How do you own speed and celebrate a mobile NFL application? You take fans inside the mind of the fastest brain in football. This is the integrated campaign.
Manning’s Mind Video
NFL Mobile Live Campaign
Sprint had a football app that delivered live games, live radio, live stats and live updates right to your phone. The goal for us was to increase awareness and generate downloads. The goal: 600,000. After the launch of the campaign there were 300,000 downloads the opening weekend of the NFL season and 1,000,000 downloads by December. There are over 2.5 million downloads to date.
Part of the challenge was to develop an idea that worked on a national level as well as a regional level, where Sprint sponsored twelve NFL teams. So to further extend the campaign, we developed a visual using the seating chart. This would eventually allow us to tailor the campaign to twelve NFL teams and their fans. The seating chart visual was the perfect solution for stadium signage, programs and local newspapers. It also helped fans find their seats.
Instinct vs iPhone Films
Sprint launched their first touch phone—dubbed the “Instinct”—with the intention of it being an iPhone killer. Well, we all know how that turned out. But we did make a few films that have fun with some feature comparisons.
Two important things went down after we won the Sprint business: First, we convinced Sprint to be the first telecom to actually celebrate this miraculous technology and second, we leveraged this light-painting device to bring it to life.
The one advantage Sprint had over iTunes was that, with Sprint’s music technology, you can download music right out of thin air.