Industry:   Telecommunications


The Company:

The Sprint Long Distance business was a $3B business offering long distance service for consumers and businesses.


The Challenge:

Sales, revenue and minutes of use were flat or declining despite aggressive pricing and promotional programs in an attempt to compete with AT&T and MCI programs.


What We Did:

Tapped into consumer confusion regarding price and value of long distance plans by launching Sprint “Sense” – 10 cent/minute long distance product. Led creation of “Dime Lady” response advertising campaign featuring Candace Bergen encouraging consumers to call a 1-800 number to sign up.



Sprint Sense became the most successful residential product in Sprint history, reversing revenue, profit and share erosion. Campaign received Silver Effie.

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