2013 DSA Crown Award: Point of Wait (less than $10K) - Gold
Entry: Sprint Mobile Controls LCD Screen Product Video
Submitted by: Two West
Venue(s) where the content was displayed:
In the Sprint Corporate Store customers wait in "Q" for service and assistance for an average of 20 minutes. To enhance customer-to-store representative interaction for sales and service transactions, audio is not an option in most screen media zones. For these reasons, Sprint leverages in-store LCD screens to entertain and educate customers during point of wait, utilizing dynamic content and relevant product messaging via on-screen supers.
Objectives of the content:
The objectives of the Sprint Mobile Controls screen media module were to:
Drive consumer understanding of the primary benefits and features of the Sprint Mobile Controls app via LCD Insider Module
Maintain existing customers and reduce churn of dropping the service.
Acquire new customers to sign up for Sprint Mobile Controls
Create a dynamic screen media to catch customers' interest during their waiting period in the Sprint Corporate Store and spark their interest enough to ask a Sprint representative about the services
Budget category (content creation only): Less than $10,000
Results of the content:
How we achieved 63% increase in customer engagement time with LCD:
Produced shorter screen media modules with bolder messages
Broke up the look of the playlist
Created more targeted and entertaining content
Selected judges' comments:
Very eye catching graphics. The point is made and message clear in a concise fashion.
The copy certainly hits parents' hot buttons, i.e, control, or lack of control over their kids' phones.
Very well done. An entertaining instructional video!
Love the clean creative graphics and to the point
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