Cannes Lions

KD LAW

TRANSLATION, New York / SPRINT / 2015

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Overview

Description

Without a doubt, Sprint’s “Cut Your Bill in Half” event is one of the most audacious promotional efforts that the telecommunications industry has ever seen. The program aims to convert Verizon and AT&T customers to Sprint’s wireless services—offering comparable service at exactly half the price of their competitor’s wireless plans. This year we helped transform that event into a national phenomenon with a series of innovative broadcast and social media executions.

We devised a full creative strategy for integrating longtime Sprint spokesperson Kevin Durant into the “Cut Your Bill in Half” event, with every element pointing viewers to Sprint’s bold new offer. A pair of broadcast commercial spots and accompanying digital video all aimed to inspire direct customer conversions. We also took advantage of Durant’s massive social media following to generate a groundswell of intrigue and curiosity, setting the stage for our campaign launch.

Outcome

Our social media executions were a stunning success, with Durant’s Twitter content generating over 95,000,000 social impressions in the week leading up to the spot’s official debut.

“Half Court” and “KD Law” launched on broadcast and online during that weekend’s All-Star game, earning over 22,000 Twitter mentions of “#KDLaw,” which gave us to a trending topic during the All Star Game, an impressive feat given the numerous brands vying for attention during the NBA’s All-Star Weekend.

Our spot work earned a great deal of organic praise from throughout the sports and advertising industry, generating earned media coverage in The Washington Post, Slam Magazine, and Ad Age.

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