How to make your commodity less of a commodity.
Parity is not your problem. Perception is.
Customers think all networks are the same. They’re not. Spectrum Mobile’s was way more technologically advanced. The trick was finding a way to make that point and not send people to sleep. To turn indistinguishable into indispensable.
“This phone is a brick.”
Sometimes the strategic insight comes from customers themselves. People hated having their brand new iPhones disappoint them. Our better network would be the antidote to that.
Why trust your $1000 phone to just any network?
But how to get that message across? Avoid fear. Embrace funny. A simple visual idea made the point quickly and effectively. If it’s not connected, your phone may as well be a brick. Or a brownie.
This campaign contributed to unprecedented success for Spectrum. Mobile units increased by 111% and new internet customers increased by 2.2MM, the most ever added in a single year.
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Spectrum Mobile | Retail Done Right