Traditional families fare well under the traditional mobile phone plan. Parents are able to cover the costs of their children's usage. Multiple devices are covered by one bill. Yet many people who would like to benefit from a family-like plan are unable to do so.
Perhaps their parents are unwilling to invite them to their plan, or they have too few family members, or maybe their family does not necessarily live under the same roof.
Now, Sprint is introducing a plan to capture those individuals supported by a new multifaceted ad campaign titled “The Frobinsons.” The effort, created by Figliulo & Partners in its first official campaign for Sprint, in partnership with DigitasLBi and MediaVest, supports the Sprint “Framily Plan,” a new pricing program that allows consumers to decide who they consider family.
“Our families today are more than our relatives, but also our friends, our neighbors – basically all the people we love,” said Jeff Hallock, chief marketing officer, Sprint. “So we created a product to give the new American family the flexibility and value they need from a wireless plan, brought to life through the Frobinsons. Our campaign acknowledges that we all have families that are unique with interesting personalities.”
The multifaceted campaign includes two TV spots, “Framily Portrait” and “Meet the Frobinsons," as well as in-store materials, digital, and social media initiatives. Print and out-of-home will launch in the coming weeks.
In addition, Sprint has developed "Happy ConnectingSM" a new theme to complement the campaign as well as develop a new color palette to join its long-standing black and yellow brand hues.
“We know that people are happiest when they are connected to the people and things they care about most. That’s why everything we do ends on a beginning: Happy Connecting," says Mark Figliulo, CEO/Founder, Figliulo&Partners.
This campaign was designed with an eye on the future. The Frobinsons creative will evolve over the coming months in order to reflect new trends and changes in the mobile industry. After all, there's no way to predict whether hand swipes or thin phones will continue to remain relevant in six months. Plus, the campaign will introduce new characters and support cameos from notable personalities.