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Direct Response Marketing

Sprint Wins Honors for Integrated Digital Campaign

8 Jul, 2009 Response This Week


OVERLAND PARK, Kan. – Sprint won one of the top advertising prizes last month at the 56th Cannes Lions International Advertising Festival for its Now Network campaign, which was aimed at Internet users. The award recognizes excellence in a multi-platform campaign and is considered part of the Academy Awards for the advertising industry.

The winning campaign showed consumers that Sprint gives customers the ability to access people and information immediately, or “Now.” It beat out several campaigns, 2,205 entries worldwide, and Now also took home five other awards – four Silver Lions and a Bronze Lion in the digital category. Sprint was the only brand to win multiple awards within a category.

The campaign offered a screen with factoids from the Internet featuring graphic-infused tickers, dials and widgets – to be accessed anywhere by customers. The Now downloadable widget and screensaver streamed headlines along with facts and trivia. Sprint’s digital spots included homepage takeovers of Yahoo!, Today, AOL, ESPN.com, WSJ.com, People.com, CNET and YouTube. Several of the online elements in the campaign were replicated across platforms such as print, television and out-of-home signage.

“This prestigious award is further proof that Sprint is not only a wireless company, but we are also a leader in creative digital media,” says Dan Hesse, CEO of Sprint. “Our goal was to showcase the power and breadth of the Sprint Now Network and engage customers on a personal level with useful and interesting information, and the Now Network campaign has done that effectively.”

More on Sprint’s recent marketing efforts and their direct response aspects will be featured in the August edition of Response.


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