Sprint Introduces “Unlimited Love Unlimited EVO” Ad Campaign to Launch HTC EVO 4G LTE Smartphone
Sprint (NYSE: S) has introduced a new advertising campaign to launch the next evolution of the award-winning HTC EVO™ family: HTC EVO™ 4G LTE, exclusively from Sprint. The theme of the new campaign, which began airing Sunday, is “Unlimited Love Unlimited EVO.”
Unlimited Love Unlimited EVO is the first fully integrated campaign created by Sprint in partnership with “Team Sprint” – integrated brand agency Digitas and ad agency Leo Burnett – designed to demonstrate the combination of the newest EVO smartphone on Sprint’s 4G LTE network. The campaign will be featured across TV, online, digital out of home, mobile and print, along with a socially driven interactive sweepstakes on Facebook.
“The creative for this campaign evokes an emotional response from the viewer,” said Caralene Robinson, vice president-Brand Strategy and Marketing Communications-Sprint. “The HTC EVO family of phones has a loyal following with millions of fans. They love their EVO devices, and this campaign highlights many of HTC EVO 4G LTE’s capabilities, including an 8-megapixel camera with rapid-fire, continuous shooting – so getting the perfect shot is simple – and a sound experience unrivaled on a smartphone. Those new features come to life in this campaign and we are encouraging viewers to tell us what they love most about the phone.”
The new national TV spot, “EVO Live,” is essentially a love song sung by EVO fans with their phones. It highlights the way people use their phones and how they interact with them, especially when it comes to music. The spot includes a 130-person “mobile chorus” recreating American alternative rock band Wilco’s hit song “I’m Always in Love” by using nine different music-making mobile applications. The ad highlights several of HTC EVO 4G LTE’s features, including its camera technology, audio and voice quality enhancements, and the unique red-line design detail and kickstand on the back of the phone.
“The EVO 4G LTE is one of the most beloved phones on the market today, with a passionate following,” said Michael Boychuk, senior vice president and executive creative director for Leo Burnett. “Keeping this in mind, we chose to announce the newest version of the phone by creating a unique rendition of Wilco’s hit love song. The final TV spot is powerful and strikes a chord artistically and from a product-feature standpoint.”
Social Media Campaign: Win the Experience of a Lifetime
For social-media enthusiasts Sprint introduces the “Win What You Love” sweepstakes1, an interactive element of the campaign driving viewers to Facebook. Through the Facebook sweepstakes Sprint asks, “What do you love the most? Tell us, and you could win an experience of a lifetime from Sprint, the only network with truly Unlimited data.”
For example, if you’re into movies, you could win access to movies for a year. If you’re into music, you could win access to the biggest concerts of the year. The intent is to reward one lucky EVO fan for being passionate about something they love. In addition to the “Win What You Love” grand prize, 40 additional lucky EVO lovers will walk away with new HTC EVO 4G LTE devices as runner-up winners in the sweepstakes.