Campaign Summary
While there are many players in the telecommunications space vying for the attention of all Americans, few have taken a non-stereotypical approach to addressing and acknowledging Black Americans. Cricket decided that we needed to create a Black American-focused campaign that would be a breakthrough and feel different from the advertising that dominates the market.
Campaign Goals
- Increase unaided awareness when Black Americans think of telecommunications providers
- Increase consideration of Cricket Wireless among Black Americans
- Increase positive emotion of Cricket Wireless among Black Americans
Marketing Context
The telecom category is a tricky one, as there is very high awareness...