Cricket Wireless: Move forward, up and everywhere

Cricket Wireless, a wireless service provider, launched custom commercial spots directed by a Black woman and featuring HBCU (Historically black colleges and universities) students to connect with Black Americans by highlighting experiences unique to them.

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...

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