Sprint ad featuring Franco Harris
To clearly position a new wireless phone service in a hypercompetitive market, Stephen Wayhart’s team searched and found a high profile customer (football great Franco Harris) whose testimonial and personal brand matched up perfectly with Brand Sprint (http://www.sprint.com). The marriage between Franco’s most famous play in football and Sprint’s unique selling proposition of digital call clarity, helped drive favorable awareness, considerable store traffic and effectively elevated product positioning.
Realizing that the USP of Sprint PCS was phone call clarity, recognizing that Pro Football Hall of Famer and former Pittsburgh Steeler Franco Harris was a customer, that at the time the 25th Anniversary of Franco’s famous catch was going to be celebrated (the #1 most famous in NFL history) and that testimonials are one of the most effective methods of building brands, he effectively pulled together a strong brand building and sales effort. This strategy was so on target that Sprint PCS realized record store traffic and sales.
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