CLEAR – Welcome to the Future

Category: Internet Products & Services
Brand/Client: CLEAR
Primary Agency: Secret Weapon Marketing
Media Agency: Applegate Media Group
Contributing Agencies: AKQA/Mindshare

STRATEGIC CHALLENGE

The challenge was simple: enter the biggest spending category in marketing, armed only with an unknown brand and an inferior budget. No problem, right?

CLEAR, a new company founded to bring high-speed, citywide wireless internet service to towns across the country was ready to launch its first market in January 2009. CLEAR's competitors, though, included some of the biggest and most established brands in marketing: AT&T, Verizon, and Sprint. During the 12 months leading up to the launch, those competitors spent a combined 8.9 billion dollars on advertising alone.

If CLEAR was to have any chance for success, we would need to break into this competitive melee and be seen as a viable alternative to these bigger, more established players, but do so with a tiny fraction of their spend.