Sprint Ahead with Sprint Speed

A true labour of love for me personally, Sprint recently launched their new brand strategy in an effort to refocus their attention on become a leader in the industry by focusing their attention on driving their customers to increase their adoption of rich media and digital content include music, video and data on their mobile device.

The challenge was to overcome the highly negative customer perception of the Sprint brand, given Cingular's, now AT&T recent PR blitz with iPhone and Verizon and T-Mobile's excellent JD Power & Associates Customer Satisfaction results, Sprint had its work cut out for them.

In March 2007, San Fransisco based Goodby and Silverstein was awarded the challenge to transform the Sprint brand. Organic has been through several agency shuffles, prior to Goodby & Silverstein, we worked with TBWA\Chiat Day in Los Angeles and New York as the mass agency of record.

I was excited to work with Goodby as I knew their vision, leadership and creative insight would provide for an exciting partnership. After several months of strategic tweaking , customer persona workshops and many concepts we finally arrived at the idea that Sprint would offer their customers speed and allow them to be one step ahead of the pack. Thus, Sprint Ahead with Sprint Speed was born.

Below is a link to view our recently launched promotional site which incorporates all of the new brand elements including the light graffiti creative execution which is a truly refreshing approach for Sprint:

http://www.sprintahead.com/?id12=UHPCHP_Billboard_SprintAhead_LearnMore


This is a truly immersive user experience as the user drives their own experience on the site by discovering new features by clicking on the various hot-spots. The interface entices the user and creates a unique experience that doesn't become predictable. Some might argue that the navigation is too simple and lacks direction, however that is far from the case, our goal was give the user a warm feeling with the site. My mantra for this project was create an emotional connection with the user to build warmth, intrigue and respect for the brand.

I am proud that we achieved our objectives. When I compare what the competition is serving up now, Sprint truly is Ahead of the game.