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Sprint
Kid's First Phone

RAN IN: North America

CLIENT
Sprint

Teresa Gaffney, Senior Marketing Manager

AGENCY
DigitasLBi *Lead Agency

Morgan Carroll, EVP, Managing Director and Executive Creative Director
Jeff Pyla, VP, Group Creative Director
Alexis Bernbaum, Associate Creative Director
Houawah Xiong, Art Director
Jennifer Burkey, Associate Director, Creative Strategy
Alycia Hamilton, VP, Group Account Director
Simon Kissler, VP, Technology Architect
Wali Raheem, Senior Software Engineer
Sherri Gajewski, Project Manager


SUMMARY

As children get their first mobile phones earlier, Sprint recognized that it was time for an entirely new approach to marketing to parents: helping them get comfortable with the terrifying idea that their child might need a phone.  To drive home that message, we became unbiased advocates for parents, moving from selling to them to providing support for them. The campaign came to life via a website filled with informative expert content that met parents throughout their entire decision making process, and broke our own records for sales success.

CASE STUDY

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CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: DIRECT;Email;Mail;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;PR;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA

Audience: Parents with children 7-13 in the house

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English