Sprint 4G Launch
Challenge: Sprint was to launch the 4G network in Grand Rapids in the fall of 2010. Sprint was looking for a product launch campaign to reinforce their commitment to technology and to the city of Grand Rapids. The challenge was wrapping our heads around the concept that 4G was not a tangible product but rather a speed… and an experience. That distinction only added to the public confusion regarding the difference between 3G and 4G.
Solution: TAG quickly identified that the best way to communicate 4G was to host an event for people to experience 4G and how it could benefit their lives. We constructed a 30-foot dome in the park during an annual festival in downtown Grand Rapids where we hosted the 4G Dome Experience. In addition to creating the event, we were able to localize print ads by using iconic images of Grand Rapids in realistic user applications of Sprint products. You can view the video of the event at www.youtube.com/tagcommunications.
