The pre-paid wireless industry as a whole continues to focus primarily on functional and promotional messaging. In order to cut through the noise, Cricket needed to tap into an emotional need of its audience. With such a wide variety of options in the pre-paid wireless category, there is little difference between brands and also limited loyalty. While Cricket was delivering in a functional way, the brand saw an opportunity to develop a deeper emotional connection .

Knowing that all mobile carriers are looking at Hispanics through the same lens, Cricket highlighted those Hispanics who have moved to unexpected places in an effort to make consumers think, “If Cricket has service and is reaching out to my community in places like Alaska, it must be the right brand for me here in Los Angeles.”

Insight: Work may lead to unexpected places, but I need confidence that I can stay connected with my family and culture.

Key Message: Cricket Wireless is there to serve Hispanics who are reaching farther into the country to fulfill their American dream.

Target Audience: Hispanics in the USA. (not limited by gender, age or country of origin)

Assets: We created a series of short, documentary-style online videos as main content.

Created an online campaign of digital banners and social posts to drive traffic to the content. We also created OOH boards with images from the stories and placed them in high Hispanic density areas around large cities to depict the stark contrast of those remote places.

Because Hispanics over-index on the use of smartphones for entertainment purposes, we created a campaign that primarily lived online and tapped into the mobile and digital-first behaviors of our audience. Through a series of short, documentary-style online videos, Cricket Wireless portrays daring Hispanics unassumingly living their regular lives in places that are not only remote but foreign to them. Places that seem rough, even wild, in which they still can rely on Cricket Wireless services.

During the first 3 months of the campaign the content videos were short, teaser-like 30-second pieces. For the second half of the campaign, we added longer, 2-minute versions that drove those stories deeper.

As the campaign rolled out, brand familiarity deepened among those most likely exposed to the creative work. Brand consideration showed a 26% increase for those exposed to the campaign compared to those who were not. And, due to the highly engaging, culturally relevant content, perceptions of meaningfulness and uniqueness increased by 28% and 24% respectively.Within three months following the campaign, Cricket showed an increase of 72 basis points in market share among Hispanics, surpassing the market share growth of its key competitor! And, if that wasn’t enough, the campaign sparked sustained growth with an increase of 107 basis points by November 2020 outpacing competitors by 60%.