Sprint: Now is the time

This case describes the "Now Network" campaign which reversed the fortunes of the ailing Sprint brand, which had experienced rapid change in its market has everything migrated from fixed line to wireless technology and mobile data services.

Sprint: Now is the time

Goodby, Silverstein & Partners

SUMMARY

In 2009 after suffering through the “Third Worst Merger of All Time” according to Forbes and hemorrhaging customers for several years, Sprint desperately needed to rejuvenate their brand. The competition was talking about minutes and coverage. Yet in the space of a couple of years, the category had transformed itself. Everything we used to do on a PC was rapidly transitioning onto the mobile devices—data was the future for wireless carriers.

The creative idea we came up with was the “Now Network.” It combined the immediacy and intimacy of mobile...

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