CRICKET WIRELESS

OBJECTIVE: Launch Cricket–a completely different wireless phone plan—local only.

The campaign was simple and unique, like Cricket and established the green couch as a recognizable brand icon for Cricket’s Comfortable Wireless.

The Johnson Group pioneered the use of purchasing parking meters as media in launch markets. This gesture symbolized the comfortable, hassle-free nature of Cricket.

The iconic Green Couch was used on wild postings.

The Green Couch was localized for event marketing and dealer channel advertising.

POP was created that launched the idea of cutting the land line cord.
The Johnson Group created “Couch Around Town” events where the Cricket couch became premium seating at concerts and sporting events.

For the dealer channel, The Johnson Group created branded packaging that acted as advertising in the dealer stores.

RESULTS: Cricket launch advertising achieved 90% awareness in 90 days in launch markets. The Johnson Group launched 42 Cricket Markets across the US. Market penetration ranged from 3.5% to 12%.