Sprint today announced a pair of new advertising campaigns that will replace those featuring Sprint’s CEO, Dan Hesse. The new ads will spotlight the breadth of information being exchanged over the network as well as highlighting value.
Analysts see the decision to remove Hesse from the ads as a response to dropping trust levels in CEOs given the current banking and insurance scandals.
In a recent interview, Hesse told Wireless Week that he hasn’t ruled out doing another commercial sometime in the future.
The new campaigns, “What’s Happening Now?” and “Why Throw your Money Away?”, will be launched in print, online and television spaces, including homepage takeovers on YouTube, Yahoo!, MSN and AOL. The first homepage takeover launches April 29, with others to follow.
“What’s Happening Now?” spotlights real-time information available to those on Sprint’s 3G and 4G networks. A widget spectacle unveiled at echoes the television ads and offers users arbitrary bits of real-time information such as the number of eggs currently being produce in tons and the amount of money being spent online.
“The idea behind the campaign is to demonstrate all the things that happen on the Now Network in today’s fast-paced world,” said Bill Morgan, senior vice president of corporate marketing for Sprint, via a press release.
The campaign also reminds consumers of the upcoming launch of the much anticipated Palm Pre on Sprint.
In another series of ads, Sprint emphasizes that individuals and families can save on their wireless bills if they switch to Sprint from AT&T or Verizon Wireless. The new chapter of ads, launched on April 3, plays on the idea of reality television, but with actors, and humorously chides people, “Don’t throw away your money.”
The absurdity of tossing away one’s money is demonstrated by mock situations in which onlookers witness money being disposed of in an exaggerated fashion. For example, one of the early ads shows a leaf blower vigorously blowing dollar bills in a neighborhood yard.
The new ads come as Sprint tries to regain market share lost to rivals AT&T and Verizon Wireless. Hesse was brought in to rebuild the ailing carrier and while customer service has markedly improved under his leadership, Sprint still struggles to attract customers.
Last month, Sprint announced that it will launch 4G wireless broadband service in 10 new markets in 2009, including Atlanta, Charolette, Chicago, Dallas, Fort Worth, Honolulu, Las Vegas, Philadelphia, Portland and Chicago.