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Call One: Jack
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In an effort to build brand recognition in the marketplace, Chicago telecom company Call One hired Sponge Chicago to re-launch their brand along with a new mobile product. Call One had seen significant growth, however as a company did not possess the branding pillars of an industry leader. Sponge saw a sea of sameness in the category, giving them an opportunity to not only differentiate Call One, but also truly disrupt the category.
Sponge created a bold integrated campaign spanning over print, online, radio and collateral that embraces the new tag line of “Carry On.” The campaign empowers customers to successfully carry on throughout their day despite any disruptions (in a variety of unexpected forms, animal or otherwise) that may occur. Call One provides the ultimate service for customers’ telecommunications needs and in the campaign this point is made with visuals and references that take things a step further. Compared to the advertising that can typically be found in the telecommunications category (usually featuring office workers in a corporate environment), “Carry On” introduces the presence of such things as a gator, Jack Russell terrier, and traveling circus – unsuccessfully attempting to disrupt customers.
Angela Kosniewski - Group Account Director Related
Call One: Gator
Sponge, Chicago |
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