August 31, 2012
Sprint Challenges Competitors’ Shared Data Plans With New Advertising Campaign “Say No To Sharing” and “Say Yes To Sprint”
Campaign highlights value and simplicity of the Truly Unlimitedsm data plans from Sprint
OVERLAND PARK, Kan. (BUSINESS WIRE), August 31, 2012 - To highlight the advantages of its Truly Unlimitedsm data plans compared to the shared data plans offered by competitors, today Sprint (NYSE: S) launched an integrated marketing campaign that encourages consumers to “Say No To Sharing” and “Say Yes To Sprint.” The campaign, created by Sprint and its agency Team Sprint – Digitas and Leo Burnett – includes a national TV commercial, print advertisements, social media outreach, online digital banners and retail integrations.
“The concept of sharing a monthly data allowance across a family or group of users increases the likelihood for a surprise monthly bill due to data overage charges,” said Caralene Robinson, vice president- Brand Strategy and Marketing Communications, Sprint. “Data usage continues to increase and consumers value Truly Unlimited data because it’s simple and straightforward. This campaign is designed to eliminate the confusion and skepticism about who offers Truly Unlimited data plans without the costly catch of sharing metered data attached. It’s Sprint.”
In the TV ad titled “Family Meeting” viewers see a family sitting at the kitchen table debating how they will divide the shared gigabytes of their data plan. Several ideas are thrown out by family members and ultimately no decision is reached. It’s designed to show the difficulty and anxiety caused when several people are forced to share a limited amount of data with one another. The spot ends with a call to action: “Say No To Sharing” and “Say Yes To Sprint,” with Truly Unlimited data, text and calling to any mobile phone. No throttling, no metering and no costly overages. All while on the Sprint network.
The idea behind the campaign is that nobody really wants to share their data plans, especially when there are limits. Additionally, it’s nearly impossible for people to know how much data they are consuming each time they use their smartphone because the data consumed varies depending on the activity and when multiple users are consuming varied amounts of data costly overages can easily occur. For wireless consumers the solution is a Truly Unlimited data plan from Sprint which offers data without the need for compromise because there’s no sharing.
With Sprint, customers can take advantage of Truly Unlimited data on a wide selection of plans, a great line-up of devices all with exceptional customer care. The combination of value, industry-leading devices and customer service sets Sprint apart.
- Unlimited value: The Truly Unlimited data plans from Sprint offer a great value to new and existing customers and Sprint will continue to offer them to customers.
- Award-winning smartphones: Sprint offers a variety of award-winning devices, including the iPhone 4S, Samsung Galaxy S® III and HTC EVO™ 4G LTE, that allow customers to take advantage of all the services and features that make the most of Truly Unlimited data.
- First-place customer service: Sprint is No. 1 among all national carriers in customer satisfaction and most improved, across all 47 industries measured, during the last four years, according to the American Customer Satisfaction Index (ACSI). Sprint is also the only U.S. company to go from last place to first place in its industry during that four-year period.
Client/Ad or Campaign: “Sharing is Not Caring” Unlimited Campaign
Agency: Team Sprint – Leo Burnett / Digitas
Executive Creative Director: Michael Boychuk
Associate Creative Director – Art: Ryan Dickey
Associate Creative Director – Copy: Bryan Karr
Executive Producer: Nicky Furno
Production Company: Biscuit Filmworks
Director: Aaron Stoller
Producer: Mala Vassan
Director of Photography: Bryan Newman
Editorial: Whitehouse Post
Editor: Carlos Lowenstein
SVP, Creative: Suzanne Michaels
Senior Copywriter: Carlos Rangel
Senior Art Director: Craig Ferrence
Digitas, the top global integrated brand agency, builds active brands for some of the foremost companies in the world. In 2012 Digitas was named OMMA Magazine's Agency of the Year and The Drum's London Integrated Agency of the Year. Digitas was also the winner of nine Cannes Lions in 2012, including two Grand Prix and one Titanium. The agency also counts Agency of the Year honors from the Festival of Media, BtoB Magazine, and Les Agences de l’Année, France, and has been named to the Advertising Age Digital A-List among its many awards.
Digitas also operates the brand content platform, The Third Act:, producers of the first and most well-renowned event on digital content, The NewFront and Prodigious Worldwide, the world’s only standalone, global digital productions company.
With sister agencies Starcom MediaVest, ZenithOptimedia, Denuo and Razorfish, Digitas is a member of Publicis Groupe's VivaKi – a global digital knowledge and resource center that leverages the combined scale of the autonomous operations of its members to develop new services, new tools, and new partnerships.
Publicis Groupe [listed on the Euronext Paris Exchange - FR0000130577 - and part of the CAC 40 index] is the world's third largest communications group. With activities spanning 104 countries on five continents, Publicis Groupe offers local and international clients a complete range of advertising services. Web site: www.publicisgroupe.com
About Leo Burnett
Leo Burnett Worldwide, part of Publicis Groupe, is one of the world’s largest agency networks with 96 offices and nearly 10,000 employees. In 2012, the global network was awarded a record-breaking 55 Lions at the Cannes Lions Festival of Creativity and was also named “Network of the Year” by YoungGuns, Dubai Lynx and MENA Cristal Awards. A HumanKind communications company, Leo Burnett Worldwide has a simple and singular approach: put a brand’s purpose at the center of communications to truly connect with people. Leo Burnett works with some of the world’s most valuable brands including The Coca-Cola Company, Fiat, Kellogg’s, McDonald’s, Nintendo, P&G, Samsung and Tata. To learn more about Leo Burnett Worldwide visit our site, Facebook page and follow us via @leoburnett.
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 served more than 56 million customers at the end of the second quarter of 2012 and is widely recognized for developing, engineering and deploying innovative technologies, including the first wireless 4G service from a national carrier in the United States; offering industry-leading mobile data services, leading prepaid brands including Virgin Mobile USA, Boost Mobile, and Assurance Wireless; instant national and international push-to-talk capabilities; and a global Tier 1 Internet backbone. The American Customer Satisfaction Index rated Sprint No. 1 among all national carriers in customer satisfaction and most improved, across all 47 industries, during the last four years. Newsweek ranked Sprint No. 3 in its 2011 Green Rankings, listing it as one of the nation’s greenest companies, the highest of any telecommunications company. You can learn more and visit Sprint at www.sprint.com or www.facebook.com/sprint and www.twitter.com/sprint.