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...