Internet & Telecom
Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc.
This is a case of how 3rd place long-distance company Sprint, living in the shadow of telecom giants AT&T and MCI, in a category that spends in excess of a billion dollars in advertising, was able to make the other guys blink. Embroiled in a price war. Sprint had to find a new way, beyond absolute price, to deliver value to the customer. Through careful target selection and keen consumer insight Sprint's "Night Fever" campaign generated the highest call volume and sales rate of any new product launch in Sprint's history. Additionally, it derailed both AT&T's and MCI's existing strategies, requiring them to quickly change focus, and aggressively respond to the underdog.
Agency: McCann-Erickson New York
Through creative use of "cult-actor-approaching-mainstream-popularity" David Arquette, the "Chance Encounters" campaign for 1 800 CALL ATT has made the brand more relevant to teens & young adults, thereby driving dramatic business gains. In just one year, this campaign turned 1800 CALL ATT from a dying brand (declining 30%/year) into a thriving brand (growing 15%/year).
Agency: FCB New York