Campaign Builds On Success of Current HTC EVOTM 4G Campaign, Highlights HTC EVO Shift 4G Differences in Size, Price And Sliding QWERTY Keyboard
OVERLAND PARK, Kan. (BUSINESS WIRE), January 10, 2011 - To support the introduction of the newest Sprint 4G (NYSE:S, news, filings) smartphone – HTC EVO Shift™ 4G, a smaller version of the award-winning HTC EVO™ 4G – consumers today will begin seeing TV advertising in a campaign touting the benefits of the company’s third 4G-capable smartphone. The campaign also includes print and online elements.
The campaign builds on the success of the HTC EVO 4G creative, which is set in the familiar white world landscape and features the engaging, animated Android robot that has become a fixture in many of the campaign’s tactics. Those elements remain in place, along with the overarching Sprint 4G message, while introducing the HTC EVO Shift 4G.
The campaign leverages a familiar saying with a play on words across print and online: “EVO Has An Alter EVO. Introducing EVO Shift.” The online version adds the subtext “4G meets Android™ in a smaller package.” The print version provides greater details about the differences, such as size and a slide-out keyboard. A separate online ad says, “4G Meets Android in a Smaller Package. Introducing EVO Shift,” while using shots of both phones separately and together.
The TV spot features the same opening elements as the HTC EVO 4G ad “Accolades,” which is currently running. It opens with the familiar hero shot of the phone set in the white world landscape. From there the ad follows the Android robot through a virtual labyrinth of 3D quotes from top media outlets touting the device. The spot ends with the HTC EVO 4G and the HTC EVO Shift 4G shown side-by-side with the voice-over “And this is the new HTC EVO Shift 4G, a smaller EVO with a slide-out keyboard. Now there’s even more to talk about.” An additional TV spot will be introduced as part of the campaign later this month.
“With this campaign we wanted to highlight the key differentiators between the two phones, such as the smaller form factor and the slide-out keyboard of the HTC EVO Shift, while leveraging all the positive sentiment and accolades we have received through the HTC EVO name,” said Mike Goff, vice president-Corporate Marketing for Sprint. “We have been a 4G pioneer, giving our customers the ability to enjoy the first 4G network from a national carrier, and the Android platform has been central to all three 4G phones we’ve introduced. We believe all those elements come together nicely in this campaign for the newest 4G smartphone from Sprint.”
Now available to consumers, HTC EVO Shift follows in the footsteps of the award-winning HTC EVO 4G, bringing customers an attractive, compact design and an impressive list of features with the addition of a sliding QWERTY keyboard. Beyond the highly acclaimed HTC Sense user experience, HTC EVO Shift, the 16th 4G-capable device from Sprint, also boasts the power of 4G, Android 2.2™, a 5MP camera, 720p HD camcorder and a 3.6-inch capacitive touchscreen display with pinch-to-zoom capability.
Additional HTC EVO Shift 4G features include:
- HD Video Recording
- Sprint Mobile Hotspot (supporting up to eight Wi-Fi enabled devices)
- Android Market™ with access to more than 100,000 apps
- Messaging – Personal and business e-mail, IM and text messaging
- Social Networking Integration – Facebook®, Twitter™, Flickr® and more
- Visual Voicemail
- Google™ Mobile Services, including YouTube™, Gmail™, Google Talk™, Google Voice™ and Google Maps™
- GPS Navigation
- Stereo Bluetooth® wireless technology
- microSD slot (supporting up to 32GB memory card)
The Web browser on HTC EVO Shift is optimized for convenient mobile use and a full Internet experience with functions like pinch-to-zoom and automatically reflowing text. Adobe Flash technology ensures that rich Internet content, such as embedded video and animation, are displayed the way they are meant to be seen. The slide-out QWERTY keyboard makes staying in touch with friends and family through messaging and social networking quick and easy.
Priced at the lowest cost at launch for any current 4G phone, HTC EVO Shift will be just $149.99 (excluding taxes) after a $100 mail-in rebate and activation on a new two-year service agreement (or eligible upgrade), and activation on a data plan with the required $10 Premium Data Add-On. It is available in all Sprint retail channels, including www.sprint.com and 1-800-Sprint1. For more information, visit www.sprint.com/shift.
Unlimited 4G Plans With No Data Caps
Sprint customers get more with unlimited 4G data on their monthly plan, which means real simplicity and value. Sprint offers simplicity and savings vs. competitors, making it easy for customers to get the most out of their phones without worrying about costs or data usage. Sprint’s Everything Data plan with Any Mobile, AnytimeSM includes unlimited Web, texting and calling to and from any mobile in America while on the Sprint network, starting at just $69.99 per month plus required $10 Premium Data add-on for select smartphones – a savings of $39.99 per month vs. Verizon’s plan with unlimited talk, text and Web, and $35 per month vs. AT&T’s plan with unlimited talk, text and just 2GB of data.
Further, the Sprint Free Guarantee is the only full money-back guarantee on service plans in the wireless industry today, allowing customers to try a new line of service with Sprint for 30 days. If a customer isn’t completely satisfied, they can cancel service and return their device to be reimbursed for the device purchase and activation fee, get the early termination fee waived, get a full refund for monthly service plan recurring charges incurred, and get all associated taxes and fees waived. In addition, Sprint will waive the restocking fee for new customer exchanges as part of this policy. Refund excludes usage not included in the service plan, premium content, third-party billing and international charges.
ABOUT SPRINT NEXTEL
Sprint Nextel offers a comprehensive range of wireless and wireline communications services bringing the freedom of mobility to consumers, businesses and government users. Sprint Nextel served more than 48.8 million customers at the end of the third quarter of 2010 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; offering industry-leading mobile data services, leading prepaid brands including Virgin Mobile USA, Boost Mobile, Common Cents Mobile and Assurance Wireless; instant national and international push-to-talk capabilities; and a global Tier 1 Internet backbone. Newsweek ranked Sprint No. 6 in its 2010 Green Rankings, listing it as one of the nation’s greenest companies, the highest of any telecommunications company. You can learn more and visit Sprint at www.sprint.com or www.facebook.com/sprint and www.twitter.com/sprint.
Dave Mellin, 720-840-4788