Challenge:

Sprint improved its network to within 1% of Verizon and charged 50% less. People were starting to switch, but not fast enough, and definitely no one was boasting about it.

Solution (TV, Social, Digital):

We had the idea for a Switcher campaign where we’d enlist celebs who recently switched teams, careers, etc. to also switch to Sprint. We kicked it off by having Paul Marcarelli, the famous Verizon Guy, switch to Sprint. And before we could get another celeb spot in the can, the campaign with Paul took on a life of its own, and we ran with it.

Results:

The spot was one of Wall Street Journal’s Best Ads, got over 14 million views, generated more than 970 articles, and 3 billion impressions. The CEO declared it “the most successful marketing campaign in Sprint’s history.”