• by Aaron Baar , April 13, 2015

The launch of a new phone can be met with excitement, anticipation and even a little apprehension. In concert with Samsung’s launch of the Galaxy S6 smartphones, Sprint has launched a digital video campaign to help consumers understand what exactly this new phone is. 

Playing off Samsung’s “Joy of Six” campaign for the new phone, Sprint’s new Web series, “Six Appeal,” takes the tongue-in-cheek format of old-school sex ed films. 

“These [launches] are big events for all the carriers,” Josh Sitzer, Sprint’s director of social and digital marketing, tells Marketing Daily. “We wanted to come up with a way to rise above the clutter.”

The series, which launched on YouTube last week and is being expanded into Sprint’s social channels throughout this week, speaks to the benefits of Sprint’s deals around the Galaxy 6, which include the company’s “Unlimited Plus” plan, which includes unlimited talk, text and data for $80, which also includes payments on the new phone. 

“Sprint was the first and leader in leasing a new phone as a monthly charge,” says Sean Conway, vice president of digital marketing at Sprint. “Now, we’re giving you that lease for free in this particular package.”

In a three-minute black-and-white video (created by agency VML), a young man gazes at the Galaxy 6 logo, and when asked by an educator what he’s looking at, responds that he’s “not quite sure, but it makes me feel all different inside.” The video goes on to outline three important lessons: “Let’s talk about six,” “Get all the six you want,” and “Early adopters delight.” All three lessons continue the double entendre, with the young man saying he’s going to like “six” and “Unlimited six is amazing.”

In addition to YouTube, Sprint will be pushing the “Six Education” tips out through social media, including Twitter, Facebook, Google Plus and Vine. The breadth of opportunities for different content lengths — from six seconds to three minutes — made digital an especially appealing medium for this particular program. Conway says. 

“Digital media allows us to explain [the plans] in a way we couldn’t in a 15- or 30- or 60-second television spot,” he says.