Name one thing you love about your wireless provider. What’s at the top of the list? Is it price point? Company transparency? Does anyone actually pay $40 for a line? We didn’t think so.
C Spire, a local telecommunications provider with a customer-first promise, wanted to find a way to convey that they truly hear their clients and understand the frustrations associated with other companies, including confusing messages, misleading promises and lack of value.
Enter the “No Bull” campaign created by Brooklyn-based agency Mustache (part of Cognizant Interactive). It’s an aggressive, no bullshit approach that exudes competitive spirit but is grounded in real observations, like the fact that other providers do not truly offer lines for $40 once you read the fine print.
“We fight for our customers all day, every day. That is our promise,” says C Spire. “It’s what our company was founded on nearly 70 years ago. We wanted that ethos to come in a tangible way and this campaign definitely nails it.”
During a time when consumers are dealing with and living through so much uncertainty, C Spire doesn’t want customers second guessing the authenticity of their wireless provider.
That’s why, through the end of the year, C Spire is offering new customers a competitive, no bull plan: The Real Deal Plan. Each line includes 10 gigs for just $45 via Afterpay.
“We’re thrilled with how the work came to life,” says Mustache Agency. “The approach was a bit of a departure from what client traditionally goes for, but the risk definitely paid off. Together, we created a new brand voice that better serves C Spire customers.”
The ads are currently running across local Mississippi TV and radio stations in addition to social.