Medium: Microsite
Client: Sprint
Agency: Organic
Role: Creative direction and art direction
Awards/Publications: New York Festivals (2006 Silver WorldMedal, Alternative/Guerrilla/Innovative), Communication Arts Interactive Annual 12, 2006 Clio Awards (Shortlist), 2006 One Show (Merit Award, Viral and Email), 2006 One Show (Merit Award, Beyond the Banner), 2006 London International Advertising Awards (Finalist, Beyond the Banner), 2006 OMMA Awards (Finalist, Promo Web Site/Microsite), 2006 Internet Advertising Competition Award (Outstanding Microsite/Landing Page), 2006 WebAward Competition (Standard of Excellence, Entertainment & Telecom)
Date: October 2005
Sprint Power Vision Launch
A three step phased approach was developed to help Sprint launch its new 3G high-speed voice and data network. The new service featured myriad entertainment options such as high-quality streaming video and audio, music downloads and multiplayer online games.
The first phase consisted of unbranded teaser banners that spoke directly about boredom, with the message of "Shift gears." These banners generated awareness and linked to an interactive viral video microsite which was the second phase.
The viral site let the user become a taxi driver who was having fun at the expense of his passenger. Accelerating to over 90 mph, braking hard, running over trash cans or even blowing up an inflatable doll were all things that the user could do. The teaser banners only drove about 6% of the traffic to this site. The rest was through word-of-mouth and resulted in over one million visitors in two months.
The last phase included a product-focused microsite and branded rich media banners that communicated a new concept: Turn your downtime into uptime. A unique illustrated visual style was created to brand this new service which was eventually taken to offline materials as well. The immersive microsite let users preview content and shop for phones. The business result? Thirty percent of all visitors to the microsite expressed interest in purchasing the product by clicking on the purchase information page.