CLIENT
Cricket Wireless
Erin Bishop, Lead Advertising Manager
Cindy Rozier, Assistant VP Marketing, Brand, Advertising & Sponsorships
AGENCY
Ciro Sarmiento, Chief Creative Officer
Jesús Acosta, Creative Team
César Aragón, Creative Team
Alex Campo, Group Creative Director
Yarelhdi Jaimes, Creative Team
Domingo Palma, Associate Creative Director
Marialejandra Urbina, Executive Director of Planning
Damián Balderrama, Creative Team
Erin Clark, Planning Director
Mariajosé Romero, Creative Team
Ricardo Sanchez, Senior Account Executive
Daniel Villanueva, SVP Group Account Director
Michelle Toledo, Account Director
John Costello, Executive Producer
Samantha Juan, Account Supervisor
Tara Westberg, Producer
Ruben Terrazas, Copy editor
Anna Caballero, Senior Digital Producer
Hearts & Science
SUMMARY
In a category filled with distrust, Cricket Wireless removed an antiquated industry restriction in order to alleviate a pain point for US consumers who travel to/from Mexico. By doing so, Cricket was not only the first carrier to offer truly unrestricted usage in Mexico for its subscribers, but to communicate it in an authentic voice that sparked much needed attention to the news. The campaign resonated soundly and surpassed the company’s new customer acquisition goal by 52% in markets along the US-Mexico border and by 73% in targeted non-border markets.
