Cricket Communications: WORLDS LARGEST CELL PHONE

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.