Sprint Revs Up Unlimited Messaging Campaign

Sprint introduces “All. Together. Now.†ad campaign

April 11, 2011

2 Min Read

OVERLAND PARK, Kan. -- If you're one of the millions of Americans who crave social interaction on the go, Sprint (NYSE:S) says keep it up, there's nothing stopping you because with Sprint you can be unlimited.

In a new advertising campaign that builds on the company's long-running "Now Network" positioning that promoted the idea Sprint customers can get what they want, when they want while on the Sprint network, this campaign introduces a new Sprint tagline: "All. Together. Now." The evolved positioning takes the Now Network concept a step further by celebrating the growing importance of what people are doing with their mobile devices - talking, texting, emailing, posting videos, tweeting and updating their Facebook pages - and encourages even more fun, uplifting social interaction with one another.

The increased mobile interaction is possible without worry for Sprint customers with the Sprint Simply Everything data plan, which allows customers to use their mobile phones as much as they want without unexpected surprises on their monthly bills due to data overage charges or throttling - which is a means of slowing down the user - like they might see with plans from other national wireless carriers.

The campaign is multifaceted across TV, print, online and social-media channels and was developed by Sprint's San Francisco-based agency, Goodby, Silverstein & Partners.

"All. Together. Now. is designed to celebrate all the things people are doing with their mobile devices on the Sprint Now Network and promotes the idea that people can do more of those activities without wondering if they'll suffer slower speeds or higher costs as a result of that increased usage," said Bill Morgan, senior vice president-Corporate Marketing for Sprint. "The idea is to make social behavior contagious to a national audience and let everyone know that Sprint is the only national wireless carrier offering unlimited pricing plans without data overages or throttling, which means they can use their smartphone or tablet as much as they like while on the Sprint network for something fun like wishing a stranger happy birthday."

An ad for TV introduces the campaign to a national audience tonight in primetime. In the ad a series of images are shown in rapid succession of people sending email, logging onto Facebook, sending notes and pictures, posting videos, finding information online and others engaged in video chat as music featuring the All. Together. Now. tagline is played along with a voiceover that says, "Unlimited is good. And thanks to Sprint you can talk, text, and post as much as you want, for no extra cost. So go ahead world, unlimit yourself." The song used in the ad, and variations of it that will be used in other elements of the campaign, was originally performed by the Beatles.

Sprint Corp. (NYSE: S)

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