Company Website:
http://www.sprint.com/frobinsons
OVERLAND PARK, Kan. -- (Business Wire)
Meet the Frobinsons – an all-American family starring in a new campaign
from Sprint (NYSE: S) – who are as quirky and unique as your family.
The Frobinsons campaign, created by Figliulo&Partners in its first
official campaign for Sprint, in partnership with DigitasLBi and
MediaVest, highlights the Sprint
Framily™ Plan, the new pricing program that lets consumers decide
who they consider family. It is a plan designed specifically with the
new American family in mind.
“The American family has changed. Our families today are more than our
relatives, but also our friends, our neighbors – basically all the
people we love,” said Jeff Hallock, chief marketing officer-Sprint. “So
we created a product to give the new American family the flexibility and
value they need from a wireless plan, brought to life through the
Frobinsons. Our campaign acknowledges that we all have families that are
unique with interesting personalities. It’s a fun, lighthearted look at
one group going through life as one big, happy Framily.”
The Frobinsons is an episodic story that will unfold over the coming
months, designed to deal with the ever-changing mobile industry. The
creative allows for surprising cameos from stars of sports, music,
screen and stage, who will soon appear.
The Frobinsons are a collection of diverse individuals blended together
into a Framily group. Dad is a talking hamster (voiced by Andrew Dice
Clay), while Mom is the voice of reason and the sane person in the
group. There are two children at home including son, Zack, whose
interests range from video games to scrapbooking to ventriloquism, and
8-year-old daughter Heidi – who is so sweet she has animated birds
flying around her head at all times and she only speaks in French.
Other members of the Frobinsons include Chuck (played by new Saturday
Night Live cast member Kyle Mooney), who is the older sibling “away
at college,” although he’s home most afternoons; Chuck’s roommate,
Gordon (pronounced Gor-Don), who is all Goth but is still part of the
Framily; and Grandpa – a man of the world who is full of experience and
knowledge, and someone who isn’t fond of his son-in-law. Aunt Tia is a
respected avant-garde artist who brings her Latin roots to life through
her expressive work.
The fully integrated campaign is extensive, launching with two broadcast
spots “Framily
Portrait” and “Meet
the Frobinsons” that will air starting tonight across national
network and cable TV, as well as in-store along with a number of digital
and social extensions. Print and out-of-home will launch in the coming
weeks. More is available at www.sprint.com/frobinsons.
Throughout the campaign, Sprint will feature a new theme: “Happy
ConnectingSM.,” an optimistic view expressing Sprint’s belief
that the connections we make are as emotional and meaningful as they are
practical and necessary. Sprint is also introducing a new color palette
to complement its long-standing black and yellow.
"The Frobinsons are a typical American family. They are a strange mix of
individuals that care very deeply about each other and we wanted to
create a group of characters that are familiar and very unique at the
same time,” said Mark Figliulo, CEO and founder of
Figliulo&Partners. “We know that people are happiest when they are
connected to the people and things they care about most. That’s why
everything we do ends on a beginning: Happy Connecting.”
Sprint Framily Plan
The Sprint Framily Plan is available to new and existing customers. The
more people added to the group, up to 10 phone lines, the greater the
savings for everyone on the plan.
For one line of service, new Sprint customers pay $55 per month per line
for unlimited talk, text and 1GB of data. For each additional new Sprint
customer that joins the Framily group, the cost per person goes down $5
a month up to a maximum monthly discount of $30 per line. Build a group
of at least seven people and everyone gets unlimited talk, text and 1GB
of data for $25 per month per line (pricing excludes taxes and
surcharges). The Framily Plan allows members to share the savings,
without the hassle of sharing a bill. Each account can be billed
separately.
America’s Newest Network
In addition to the Frobinsons campaign, Sprint launched a print and
out-of-home advertising campaign in Kansas City, Dallas/Ft. Worth and
Houston messaging “America’s Newest Network.” The new Sprint network has
been built from the ground-up providing faster speeds, better call
quality and fewer dropped calls to keep consumers connected to what’s
important to them. This three-city initiative also includes the new
color palette featured throughout the Frobinsons campaign.
About Figliulo&Partners
Figliulo&Partners is a full-service brand agency for the digital world.
Headquartered in New York, the agency is focused on bridging the gap
between brand and digital thinking for clients such as Sprint.
Figliulo&Partners is led by creative industry veteran Mark Figliulo as
founder and chief executive officer, as well as Judith Carr-Rodriguez as
founding partner and president. The agency develops industry-leading
multichannel creative work that is powered by ideas and driven by data.
For more information, please visit www.figliuloandpartners.com.
About DigitasLBi
DigitasLBi
is a global marketing and technology agency that transforms businesses
for the digital age. We help companies of all shapes and sizes decide What’s
Next… and then we take them there. Also a top 10 global agency,
DigitasLBi comprises 6,000 digital and technology experts across 40
offices in 25 countries worldwide. DigitasLBi North America founded the
DigitasLBi NewFront in 2008, a breakthrough program leading the industry
conversation about the role digital content can play for marketers. In
2012, the agency successfully founded the Digital Content NewFronts to
shape a new market space for original content at scale – an acknowledged
competitor in the Upfront marketplace. DigitasLBi is a member of
Publicis Groupe.
About Sprint
Sprint (NYSE: S) offers a comprehensive range of wireless and wireline
communications services bringing the freedom of mobility to consumers,
businesses and government users. Sprint served more than 55 million
customers at the end of 2013 and is widely recognized for developing,
engineering and deploying innovative technologies, including the first
wireless 4G service from a national carrier in the United States;
leading prepaid brands including Virgin Mobile USA, Boost Mobile, and
Assurance Wireless; instant national and international push-to-talk
capabilities; and a global Tier 1 Internet backbone. The American
Customer Satisfaction Index rated Sprint as the most improved company in
customer satisfaction, across all 47 industries, during the last five
years. Sprint has been named to the Dow Jones Sustainability Index
(DJSI) North America in 2011, 2012 and 2013. You can learn more and
visit Sprint at www.sprint.com
or www.facebook.com/sprint
and www.twitter.com/sprint.
Contacts:
Sprint
Dave Mellin, 720-840-4788
dave.mellin@sprint.com
Source: Sprint
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