Your own free island

Yesterday in the WSJ I noticed an ad for a Sprint world phone PDA.  Normally I just fly past cell phone ads and Sprint's ads are usually pretty boring to boot, but not today.  The headline read:

'The First $10.5M Cell Phone'

Now that catches your attention. The body copy was equally engaging describing how if you buy the $10.5M cell phone they will throw in your own island.  I can't do the ad justice by describing it, so visit the integrated website (explore the site there is more than just the video). You will get a better picture of the campaign and why it broke the mold of most of their advertising (make that most advertising).

They accomplished an advertising home run in my book.  They pulled together eye catching copy, an integrated web site, and word of mouth marketing (I showed the ad to three people and now you all know about it) .  Is this the end of the campaign? I doubt it.  I wouldn't be surprised to see the ad on CNBC or some other business related media outlet.  They might even tie in direct mail as well. 

I applaud them for creating a fun and interesting tone throughout the campaign.  Do you have the guts to risk hundreds of thousands or probably millions of dollars on an ad campaign? 

The lesson here is that taking risks has its rewards.  The next time you are creating an ad, stop and ask yourself the following question:  Is the ad safe or is it eye catching and maybe a little risky?

I doubt the public will know if this effort increases unit sales or brings in new customers to Sprint, but I would bet they receive some form of industry recognition for the campaign.

BTW - I don't use any Sprint services but once I have $10.5M I will definitely switch to get a free island...