Sprint

To eat the big fish, be on the customer’s side

Sprint’s impossible problem

Sprint is the underdog, being massively outspent by AT&T and Verizon. It looks like they have no chance.

Brass Ideas big idea

It’s good to have an enemy. We gave Sprint two – the whole oppressive wireless industry and static on the line. This gave them an unbeatable emotional and rational one-two punch.

Results

For the decade that this campaign ran, Sprint led the category in purchase intent with half the ad spend of competitors.

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