CREATIVE STRATEGY

EXPERIENTIAL STRATEGY

EXECUTIVE CREATIVE DIRECTOR: WEBSITE, OOH AND EXPERIENTIAL

Assignment:  New Market Launch

 

SITUATIONAL ANALYSIS

Cricket Wireless, a low cost, wireless cell phone provider, was launching into the Chicago, Philadelphia, Baltimore, Washington DC and Denver metropolitan areas, which were considered to be, a heavily congested market in terms of the number of cell phone providers and dominated by the big players like AT&T and Sprint. Cricket needed to make an impact and make some noise about their arrival and do it on a budget that was significantly less than their competitors regular Ad spend.

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THE STRATEGY

Cricket wireless market research had shown that there was a significant portion of the population that were being underserved by the big 3 wireless carriers. These consumers were typically in the lower income bracket could not afford the expensive phones and year long contracts that the major wireless carriers typically provided. The research also showed that they felt disrespected and underserved by the big 3 due to their financial circumstances. Cricket saw an opportunity to cater to  this underserved community and give them some respect but the challenge was how to do it with a marketing budget that was significantly less than the big 3. 

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THE SOLUTION: Get Some RespeKt Campaign

Develop a non-traditional 360  campaign utilizing, earned media, brand immersion, online engagement and buzz generators to gain maximum exposure in order to capture consumers attention about the new low cost wireless provider in town in a fun and engaging way.

• Earned Media: Build the world's largest cell phone and attach it to am interactive and immersive pop up. Create press event for the unveiling. 

• Brand Immersion: Place world's largest cell phone in high traffic locations and during notable holidays and create specific events around it so that consumers can experience the physical manifestation of the brand. 

• Online Engagement: GetSomeRespeKt.com. An online portal that engaged online users with games and user generated content that communicated Cricket's brand promise. 

• Buzz Generators:  Flash mobs holding  Cricket Newspapers stunts on public transit, wild postings, as well as lost wallets with Cricket inserts, cash, and prizes.

 

RESULT

Nationwide media coverage. Generating more than 35.6 million impressions and approximately $10 million in media value with an ROI of about 800%.