When we started working with Cricket Wireless in 2014, the wireless category reeked of "my claim is bigger than yours" competitive shouting. And not only was the category in need of some cheer, but while people loved their phones and devices, they hated their wireless networks.
We wanted to remind people of all of the mobile happiness that is, in fact, powered by their wireless network. So we created the "Something to Smile About" campaign which centered around a branded, green world of happy and magnetic characters who existed for one reason and one reason only: for the love of wireless.
ORIGINAL CHARACTER DESIGN
By 2018, our animated cast of characters had become Cricket’s most ownable brand assets, helping the brand stand out in a category full of parity. You could say they had become “celebrities” in their own right. Striving for continued effectiveness and relevance, we leaned into this and breathed a new life into the role they could play within our advertising and marketing.
So we created our Cricket Studios campaign, a behind the scenes look into what it’s like to “be” a Cricket character celebrity. With a refreshed tagline “Smile, You’re On Cricket,” the campaign took our previously silent characters and turned them into magnetic, happy, walking, talking vessels for hard-hitting offers.
While the campaign and creative executions have evolved, one thing remains true, “Smile, You’re on Cricket” continues to drive uncharted growth for the brand. Since the campaign launched in 2014, we have seen unprecedented growth in campaign metrics like unaided awareness and switcher consideration, we’ve doubled our subscriber base, and we’re in the 16th consecutive quarter of growth in net new ads (seeing the lowest churn in AT&T history).
FOUR FOR THE HOLIDAYS
To stand-out during one of the most popular moments for the wireless category-- the holidays--we treated Cricket’s 4 for $100 offer like the biggest blockbuster hit of the season.
Tying into the truth that connection is better than any gift money can buy, our Hollywood-inspired campaign was designed to communicate one important message: the best holiday plans are the ones that bring us together.
HOLIDAY LONG FORM
In order to draw attention to the 3-minute long-form video asset Four for the Holidays, we used real-time animation technology to create the first-ever interactive character Press Junket, a live-stream with the animated stars of the brand film hosted by one of Hollywood’s most popular celebrity reporter, Mario Lopez.
PRESS JUNKET VIDEO
Not only did we blow benchmarks out of the water for Brand Linkage and Recall, but we doubled our share of voice during the week of the press junket live event and ultimately drove a remarkable increase in sales year-over-year.