FINDING A VOICE
“The Evolution of Cricket Wireless” integrated retail and advertising campaigns created for TPN. I have had the honor of working on the retail, advertising and digital Cricket team since they won the business back in 2010. In that time a lot has changed and a lot has been achieved. Cricket began in 1999 as the pioneer of no-contract, prepaid wireless. Their mission was to serve customers who could not afford wireless service. As the company grew, other players quickly joined the market and soon the company needed to adapt in order to grow.
2012 – 2015: HALFISMORE
With over 90% of consumers locked into contracts with big name carriers, it was time to give people a reason to get more. By switching to Cricket, they could ditch the contract and cut their bill in half vs. AT&T and Verizon. As part of the larger integrated team, I helped to bring the on-going brand campaign to life through retail messaging, advertising and digital.
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2011: Muve Music®
The first unlimited song download service as part of a wireless plan. With millions of songs from top artists available for download wherever you go, the idea had huge potential. My role as part of the team was to name the service and help create the launch materials and continued messaging. The result is now a service that includes over 15 million songs and over 2 million users, the largest of any wireless music service. The following video includes launch and branded support materials created over that two year period.
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2010: Nationwide Rollout
Cricket Wireless was relatively unknown in 2010. With expanded nationwide coverage, low cost rate plans and no contract, Cricket gave consumers something different. Plus, every plan was unlimited which meant no minutes to watch and no reason to stop talking, texting and browsing. To create an in-store experience which expressed the differences that Cricket had to offer, I created a voice that expressed the personality of our customers. The idea was to help people find themselves in the message of unlimited freedom.
