Cannes Lions

MOBILE PHONES

EURO RSCG 4D, Chicago / SPRINT / 2005

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Overview

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Credits

Overview

Description

A large-format direct mail piece presents the offer with an interactive door hanger for students to use in their dorm. This useful premium lets people know if you are in or out, and can be personalised with your new Sprint cellphone number so people can reach you if you aren't at the dorm. In addition, another viral component was a bonus referral card for your new friends on campus.The door hanger added visibility for Sprint throughout the dorm and the additional coupon helped maximise reach beyond the original mailing list.

Outcome

Go Away! presented Sprint as a cool brand and brought in a breakthrough 3.47% response rate - an all-time high for Sprint. Sales goal projections were exceeded by more than 1,000%. Class dismissed.

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