Sprint: Sharing Is Not The Solution
With competitors Verizon Wireless and AT&T touting their shared data plans, Sprint is doubling down on its Truly Unlimited data offering with a new campaign encouraging
people to “Say no to sharing.”
The new campaign, created by Sprint and its Team Sprint agency (Digitas and Leo Burnett), features a television commercial, print advertisements, social media outreach, online digital banners and retail integration. The television commercial depicts a family of four trying to determine who should get priority when it comes to dividing the shared gigabytes of their data plan.
The father suggests the person who fathered the most children get top priority, while the mother suggests it be the person with the most hair. “Body hair?” the father counters. Through a mouthful of orthodontics, the daughter suggests the person with the most dental work get first dibs. The spot ends with the family still undecided and the message, “Say no to sharing. … Say yes to Sprint.”
In recent months, both Verizon Wireless and AT&T have introduced shared data plans, which allow groups of users to use a set amount of data across a variety of devices. The pitfall, according to the campaign, is that many people don’t know how much data they (or their shared devices) are using every month until after they receive their bill.
“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, in a statement. “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.”
Recent Marketing Daily Articles
-
Vespa Looks Back: 50 Years Of 50cc's May 20, 4:36 p.m.
Vespa has been tooling about since the ’40s, and sidelining as a movie star since the ... -
Skyy Launches 'Be Part Of The Art' May 20, 4:22 p.m.
To support the debut of its new Skyy Infusions Moscato Grape variety, Skyy Vodka has launched ... -
Industry Satisfaction Lagging, But Improving May 20, 4:02 p.m.
For the first time in years, the telecom industry is seeing improved customer satisfaction scores. But ... -
OMMA Social: Macy's Looks To Social For Connection May 20, 3:25 p.m.
Macy's is using social to connect with customers. That, said Jennifer Kasper, VP of digital media ... -
4 Types Of Marketing Cultures: How Fast Is Yours? May 20, 9:16 a.m.
Marketers everywhere may be talking about creating a fast-moving culture of innovation, but most CMOs will ... -
United Expands Loyalty Program To Businesses May 19, 10:13 p.m.
United Airlines is launching the MileagePlus Small Business Network, the first U.S. travel loyalty program that ... -
Champs Taps Westbrook For Ad Push May 17, 4:52 p.m.
When it comes to a spokesperson deal, if you’re a star athlete you don’t necessarily have ... -
Strategic Vision: Domestics' Strong Showing In Quality May 17, 4:47 p.m.
For several years there has been convergence in the automotive market. No, we're not speaking of ... -
Athenos Unleashes 'Cooking With Yiayia' Campaign May 17, 9:48 a.m.
Julia Child she isn’t, but Yiayia brings her own, trademark irascible appeal to a new series ... -
Gen Y's Favorites: JCPenney, Target, Walmart, Kohl's May 17, 9:07 a.m.
For all of Gen Y’s ballyhooed love of techno-shopping, it turns out that retailers have little ...
Be the first to comment on "Sprint: Sharing Is Not The Solution "
Leave a Comment