WORLDS LARGEST CELL PHONE by NEVERSTOP for Cricket Communications

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WORLDS LARGEST CELL PHONE

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Industry Telecommunications Services
Media Promo & PR
Market United States
Agency NEVERSTOP
Creative Director Casey Conway
Producer Kia Karami, Nick Weaver
Released March 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: CRICKET COMMUNICATIONS / SAMSUNG MOBILE
Product/Service: WIRELESS SERVICE LAUNCH
Agency: NEVERSTOP
Date of First Appearance: Mar 6 2009 12:00AM
Entrant Company: NEVERSTOP, Seattle, USA
Entry URL: http://www.neverstop.com/cricket_wireless_worlds_largest_working_cell_phone/
Chief Creative Director: Nasir Rasheed (Neverstop)
Creative Director: Casey Conway (Neverstop)
Senior Account Manager: Brianna Mcdougal (Neverstop)
Senior Producer: Collin Brum (Neverstop)
Producer: Kia Karami (Neverstop)
Producer: Nick Weaver (Neverstop)
Media placement: NA - NA - NA

Describe the objective of the promotion.
To support the traditional advertising launch of Cricket Wireless's launch in the Chicago, Philadelphia, D.C. and Baltimore markets using an array of non traditional online and offline tactics. Another objective was to introduce the brand to these four major metropolitan markets by immersing the target audience in branded environments, online and off, and bring them in direct contact with Cricket product and services in fun and surprising ways. An additional goal was to create a promotion that would create media buzz so that Cricket could stand out in a market dominated by the big three wireless carriers.

Describe how the promotion developed from concept to implementation
Cricket wanted to create a promotion that would grab media attention as well as introduce their product. The client was interested in creating a POP-UP experience. We did not feel that a typical POP-UP store showcasing cell phones was compelling enough from a consumer or media standpoint. Therefore the cornerstone of the campaign was simple. While everyone else is making smaller and smaller cell phones. We went big. The Agency turned a replica of a Samsung messenger phone into the worlds largest cell phone, certified it by Guinness, and attached it to an interactive pop up store.

Describe the success of the promotion with both client and consumer including some quantifiable results
People lined up around the block to make calls and send text messages. Brand Impressions : over 23 million Phone Users: 10,000 Consumers experiencing Immersive interactive experience: 9,000 Media Coverage: NBC News, Yahoo News, CNN, Times Square, Las Vegas Strip, tech blogs,local news and radio.

Explain why the method of promotion was most relevant to the product or service
The use of a giant cell phone made sense since we were promoting the launch of a wireless service and a new Samsung phone. Making the phone the worlds largest gave it media credibility. The phone was fully functional and open to the public.