Type of Entry: Titanium and Integrated Title: THE NOW NETWORK Advertiser/Client: SPRINT Product/Service: SPRINT Entrant Company: GOODBY SILVERSTEIN & PARTNERS San Francisco, USA Advertising Agency: GOODBY SILVERSTEIN & PARTNERS San Francisco, USA Creative Credits Name Company Position Rich Silverstein Goodby/Silverstein And Partners Creative Director Christian Haas Goodby/Silverstein And Partners Group Creative Director/Art Director Franklin Tipton Goodby/Silverstein And Partners Group Creative Director/Copywriter Paul Stechschulte Goodby/Silverstein And Partners Group Creative Director/Art Director Mandy Dietz Goodby/Silverstein And Partners Copywriter Aaron Dietz Goodby/Silverstein And Partners Art Director Will Elliott Goodby/Silverstein And Partners Copywriter Roger Hoard Goodby/Silverstein And Partners Copywriter Jose Luis Martinez Goodby/Silverstein And Partners Art Director Kristin Schlotterbeck Goodby/Silverstein And Partners Art Director Brian Thompson Goodby/Silverstein And Partners Copywriter Margaret Mclaughlin Goodby/Silverstein And Partners Interactive Producer Rob Sondik Goodby/Silverstein And Partners Broadcast Producer Kim Miles Goodby/Silverstein And Partners Print Producer Jeffery Plansker Supply/Demand Director Christophe Lanzenberg Superfad Design/Animation/Visual Effects/Editing Company Human Sound Design Rob Calabro Goodby/Silverstein And Partners Copywriter DetailsDescribe the campaign/entry:“Right now” is a concept people get. And when it comes to their phone and Internet, it’s what everyone wants. Rather than talk about prices or calls dropped, we cut to the chase and renamed Sprint’s network “the Now Network.” And set to work linking Sprint with all things Now. We designed the world’s largest widget – a one-page snapshot of right this second. Live feeds and real-time facts flood the site, from babies being born to a live cam of Niagra Falls. Streaming data also filled ads across the Web, including an interactive Yahoo! takeover. Four television spots took visual cues from the site. The anthem pulses with data, inundating viewers with all things people are doing thanks to the Now Network, from Twittering to leaving phones in cabs. Print ads featured data relating to the exact days the ads ran, like the day of the NY marathon.Give some idea of how successful this campaign/entry was with both client and consumer:Since the launch, the campaign has been written up favourably in over 100 publications and blogs, including The Wall Street Journal, the Los Angeles Times, engadget, and The New York Times. Beyond PR press, thousands of people have tweeted and blogged about the campaign. The first spot was viewed over 120,000 times on YouTube in the first three weeks. In the first three weeks, the Now Network site has raked up nearly 700,000 visits with an average of 15 interactions. Average time spent is 4 minutes – all on a one-page Web site. Sprint has seen solid returns from the online work. Between April 6 and April 28, the company said the Now Network online messaging delivered almost 340 million impressions, adding that brand exposure time was about 45 seconds per impression, close to double the wireless benchmark of about 25 seconds per impression for a rich media ad.Describe how the campaign/entry was launched and executed across each channel in the order of implementation.The site, sprint.com/nownetwork, launched simultaneously with a :60 Now Network spot on major networks. This was followed up with three more :30 television spots. Online advertising broke with a Yahoo! takeover ad, along with several live-feed widget banners on sites including YouTube, MySpace, ESPN, WSJ.com. Print ads ran on key dates – tax day and the day of the NY marathon.
The Ambient Advert titled Sprint Now Case Study was done by Goodby Silverstein & Partners advertising agency for product: Sprint Mobile Network (brand: Sprint) in United States. It was released in the Jun 2009.