Sprint Nextel Corporation: Dime Zone campaign
Anita CoryellOVERVIEW
NOTE: Since the initial appearance of this essay in the 1998 edition of Major Marketing Campaigns Annual, the Sprint Corporation merged with Nextel to become Sprint Nextel. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched.
It was in 1995 that Sprint Corporation launched its national "Sprint Sense," an advertising and marketing campaign to sell long-distance phone service. The idea behind "Sprint Sense" was simplicity for the customer: give consumers one flat long-distance rate...