June 27, 2007
'Sprint Ahead' Introduces 'Life at SprintSpeed(TM)'
New Branding and Advertising Campaign Debuts July 1
OVERLAND PARK, Kan.--(BUSINESS WIRE)--June 27, 2007--Beginning July 1, the Sprint (NYSE:S) brand takes on a new look and feel with the launch of a new national campaign reflecting the value its products and services add to people's lives. The company's new tagline: "Sprint Ahead."
The new campaign focuses on how consumers and businesses are using and benefiting from Sprint's technology today and how they will in the future. Building on that concept, Sprint will focus on a key attribute it delivers for its customers: speed.
The campaign simplifies the presentation of Sprint's advanced technologies, such as the nation's largest and fastest mobile broadband network and its instantaneous "push-to-talk" service, through the use of "SprintSpeed(TM)." Representative of the benefits provided by Sprint's powerful network, "SprintSpeed" is the main ingredient of the "Sprint Ahead" brand positioning.
"We're changing the conversation about wireless," said Tim Kelly, Sprint's chief marketing officer. "Beginning in a few days, Sprint will move ahead of its competitors, who continue to harp on the industry's shortcomings such as dropped calls, minutes and pricing plans. Instead of ignoring the amazing things people do with their mobile devices, Sprint's new approach to the market embraces the awesome ways our innovative technology adds real value to the lives of our customers."
More than 53 million Sprint customers enjoy the benefits of Sprint moving ahead:
-- Sprint is No. 1 in music downloads and the only carrier to provide full-length wireless movie downloads. -- Sprint's mobile broadband cards deliver speeds that let enterprise customers and consumers do what they want to do, when they need to do it. -- Sprint has the largest and fastest push-to-talk network in the country delivering instant communication at the push of a button. -- As a result, people are experiencing Sprint as their enabler for the sharing of ideas and information.
The "Sprint Ahead" campaign, created by San Francisco-based Goodby, Silverstein & Partners, features the use of light to visualize "SprintSpeed" and demonstrates the intersection of humanity and technology.
"Once you've experienced speed there's no going back," says Rich Silverstein, co-founder of Goodby, Silverstein & Partners. "Sprint allows us to get what we want, when we want it, and all at the speed of light. It's truly a magical experience."
Two new television "anthem" advertisements will be featured as part of the new campaign; one for business customers and another for consumers. The campaign will also feature print advertisements and a robust outdoor campaign that will be seen in cities around the country, in airports, at bus stops and other prominent venues.
In 26 markets, the outdoor campaign will be reflective of the company's local investment in its networks, which enable fast network speeds and coverage where customers need it. Sprint has continued its aggressive network enhancement program, enabling innovative products and services to be delivered at home, at work and virtually anywhere Sprint customers need to connect.
Nationally, Sprint expects to invest more than $7 billion in 2007 to enhance its networks. And to meet growing demand for extensive mobile broadband coverage, Sprint is completing an upgrade of its Sprint Mobile Broadband Network to Evolution - Data Optimized Revision A (EV-DO Rev. A) technology. Sprint will also be first to market with a next generation broadband wireless network based on WiMAX technology while continuing to enhance the Nextel National and Sprint National networks.
As part of the campaign, Sprint will launch a micro site - www.sprint.com/ahead to bring "SprintSpeed" to life and let customers learn more about Sprint's marquee products. In addition, the www.sprint.com website will be remade to incorporate the light treatments and new tagline, and "Sprint Ahead" banner ads will begin running on several prominent sites online.
To experience the varying elements of the campaign, access the online press kit at http://www2.sprint.com/mr/cda_pkDetail.do?id=1980.
About Sprint Nextel
Sprint Nextel offers a comprehensive range of wireless and wireline communications services bringing the freedom of mobility to consumers, businesses and government users. Sprint Nextel is widely recognized for developing, engineering and deploying innovative technologies, including two robust wireless networks serving 53.6 million customers at the end of the first-quarter 2007; industry-leading mobile data services; instant national and international walkie-talkie capabilities; and a global Tier 1 Internet backbone. For more information, visit www.sprint.com.
CONTACT: Media Contacts: Sprint Dave Mellin, 720-840-4788 Dave.Mellin@sprint.com or Goodby, Silverstein & Partners Christine O'Donnell,, 415-955-6222 email@example.com SOURCE: Sprint Nextel