Cricket Wireless
When your brand heroes start talking,
the whole country listens.
ChallEnge
In a prepaid wireless market where sameness was creeping in, Cricket Wireless risked fading into the background. MetroPCS and T-Mobile were turning up the volume with louder deals and flashier promos. Our client needed a fresh way to spotlight its $30/month plan, AT&T network reliability, and latest smartphone offers, without falling back on the same static promo supers that had run their course.
Solution
We gave Cricket’s beloved animated characters something they’d never had before: voices. Then we built a “mockumentary” world, Cricket Studios, where these now chatty, charming “celebrities” let audiences peek behind the curtain of their fictional fame. By turning them into relatable, likeable actors in their own right, we unlocked new creative territory for telling promo stories, all wrapped in the refreshed tagline: Smile, You’re On Cricket.
Result
Within six months of launch, national brand recall jumped more than 30%. The characters’ personalities didn’t just entertain—they re-energized a category full of parity and gave Cricket a louder, more ownable way to stand out.
