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.
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.
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.
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.
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.
Dave Mellin, 720-840-4788