April 11, 2011
Sprint Introduces “All. Together. Now.” Ad Campaign
Sprint Encourages Audience to Call, Text and Tweet as Much as They Want
OVERLAND PARK, Kan. (BUSINESS WIRE), April 11, 2011 - If you’re one of the millions of Americans who crave social interaction on the go, Sprint (NYSE:S) says keep it up, there’s nothing stopping you because with Sprint you can be unlimited.
In a new advertising campaign that builds on the company’s long-running “Now Network” positioning that promoted the idea Sprint customers can get what they want, when they want while on the Sprint network, this campaign introduces a new Sprint tagline: “All. Together. Now.TM” The evolved positioning takes the Now Network concept a step further by celebrating the growing importance of what people are doing with their mobile devices – talking, texting, emailing, posting videos, tweeting and updating their Facebook pages – and encourages even more fun, uplifting social interaction with one another.
The increased mobile interaction is possible without worry for Sprint customers with the Sprint Simply Everything® data plan, which allows customers to use their mobile phones as much as they want without unexpected surprises on their monthly bills due to data overage charges or throttling – which is a means of slowing down the user – like they might see with plans from other national wireless carriers.
The campaign is multifaceted across TV, print, online and social-media channels and was developed by Sprint’s San Francisco-based agency, Goodby, Silverstein & Partners.
“All. Together. Now. is designed to celebrate all the things people are doing with their mobile devices on the Sprint Now Network and promotes the idea that people can do more of those activities without wondering if they’ll suffer slower speeds or higher costs as a result of that increased usage,” said Bill Morgan, senior vice president-Corporate Marketing for Sprint. “The idea is to make social behavior contagious to a national audience and let everyone know that Sprint is the only national wireless carrier offering unlimited pricing plans without data overages or throttling, which means they can use their smartphone or tablet as much as they like while on the Sprint network for something fun like wishing a stranger happy birthday.”
An ad for TV introduces the campaign to a national audience tonight in primetime. In the ad a series of images are shown in rapid succession of people sending email, logging onto Facebook, sending notes and pictures, posting videos, finding information online and others engaged in video chat as music featuring the All. Together. Now. tagline is played along with a voiceover that says, “Unlimited is good. And thanks to Sprint you can talk, text, and post as much as you want, for no extra cost. So go ahead world, unlimit yourself.” The song used in the ad, and variations of it that will be used in other elements of the campaign, was originally performed by the Beatles.
Additional TV commercials will be introduced during the next several months as the campaign progresses in which Sprint encourages the audience to call, text or email real people, not actors, who will be prominently featured along with their phone number and email address.
In addition to TV, online banner ads for the campaign will feature a woman named Veatrice Henson, a Missouri resident who turns 100 in 2011. The ad encourages viewers to reach out to her directly to wish her a happy 100th birthday saying, “Let’s wish Veatrice a happy 100th, again and again,” along with a window that provides users her actual phone number and email address so they can call, text or email her. It includes the phrase, “If you’re truly unlimited, you can text, email and call all you want.” Of course, Sprint will help Veatrice respond to many of her messages.
A campaign landing page, sprint.com/alltogethernow, features a prominent photo of Veatrice, the headline “Let’s wish Veatrice a happy 100th, again and again,” and includes a bar graph showing the actual number of emails, texts and calls to Veatrice. The graph will be updated continually throughout the campaign. Links to additional video and other “Random Acts of TogethernessTM” are also featured on the site along with other unique items for people to share such as “sad potato” or “slo-mo chipmunk.”
The unlimited message is carried in a print ad that features the HTC EVO ShiftTM 4G and the headline, “Get true unlimited text, Web and calling. No overages, no metering, no worries.”
“This campaign is socially driven by its nature,” Morgan continued. “We want people to participate through some of the more traditional vehicles like text and voice, but we also developed a piece on Facebook where people can join together to participate in the campaign as well if that’s a better fit for them.”
The Sprint Simply Everything Plan offers more value and simplicity than most other wireless carriers because it is the only plan from a national carrier to offer true unlimited service while on the Sprint network for every phone without the worry of throttling or overage. The Simply Everything Plan delivers unlimited text, Web and calling and includes email, social networking, GPS Navigation, TV and radio while on the Sprint 3G and 4G networks for $99.99 per month, plus a required $10 Premium Data add-on charge for smartphones. For more information visit sprint.com/unlimited.
The Everything Data plan with Any Mobile, AnytimeSM includes unlimited text, Web and calling to and from any mobile in America while on the Sprint network, starting at just $69.99 per month plus required $10 Premium Data add-on charge for smartphones – a savings of $39.99 per month vs. Verizon’s comparable plan with unlimited talk, text and Web (pricing excludes surcharges and taxes).
Sprint customers get more with unlimited data plans on the Sprint network. Sprint offers real simplicity, value and savings vs. other national competitors, making it easy for customers to get the most out of their phones without using a calculator to tally up costs, worry about how much data they’ve used, or whether their data will be slowed.
Sprint Everything Data plans and Simply Everything plans qualify for automatic enrollment in the Sprint PremierSM loyalty program1. Current Sprint customers can switch to an Everything Data plan without extending their service agreement. New lines of service require a two-year service agreement.
As the first national wireless carrier to test, launch and market 4G technology, Sprint made history by launching 4G in Baltimore in September 2008. Sprint, America’s Favorite 4G Network2, offers 4G service in 71 markets in 28 states. For more information, visit sprint.com/4G.
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 49.9 million customers at the end of 2010 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. Newsweek ranked Sprint No. 6 in its 2010 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.
1To qualify for Sprint Premier Silver customers must have a
three-month average monthly recurring charge (MRC) of individual plans
of $69.99 - $89.98. To qualify for Sprint Premier Gold, customers must
have a three-month average MRC of individual plans of $99.99.
2Based on number of Sprint 4G subscribers vs. those on other wireless 4G (WiMAX and LTE) networks in the United States.
Dave Mellin, 720-840-4788