2013 DSA Crown Award: Point of Wait (less than $10K) - Gold 

Entry: Sprint Mobile Controls LCD Screen Product Video

Client: Sprint

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 effective
  • Very well done. An entertaining instructional video!
  • Love the clean creative graphics and to the point


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