SunCom Wireless
2006 ReBrand 100 Winners > notableIndustry: Hearthcare/Pharmaceuticals - Below: Before Images, Rebrand Images, Summary, Credits Summary: Challenge – The wireless category is brutally competitive, full of parity claims, consumer distrust and cut-rate pricing. Additionally, SunCom Wireless was a brand suffering from low awareness and lacking in distinction with consumers. Strategy - Based on new qualitative, quantitative and psychoanalytical research, SunCom understood that consumers want to be treated better, with respect, and from a provider they could actually believe. SunCom committed to a customer-focused brand position grounded in "respect." This customer advocacy positioning was reflected across the company behind a new USP: "SunCom brings you Truth In WirelessSM - our way of doing business." A fully-integrated campaign was launched behind new spokesperson Harry Connick Jr. to reflect this new approach. New strategy, new creative, new products and new operations all frame SunCom's unique point of difference. Result - Since the launch, the results have been phenomenal: • Ad Awareness +135% • Brand Awareness +47% • Primary Communication +333% • Brand Investigation +433% • Sales +42% Credits: Client: SunCom Wireless - www.suncom.com Creative Firm: MargeotesFertittaPowell - www.mfpnewyork.com [back] |
