Charge was to increase sales for i wireless’ MEGAtalk Pay-In-Advance plan. Creative campaign needed to promote nationwide unlimited plans, diverse selection of handsets. Goal was to launch an edgy campaign with a clear and clever message to the target audience of budget-conscious individuals ages 16-35.
Eight out of ten wireless subscribers are so afraid of overage charges that they over commit to larger, longer plans with more services than they’ll ever use. And when they want out, they’re hit with significant termination penalties and excessive service fees.
SA developed a hook: Reality Check. Not only are prepaid plans priced lower than ever, they are a competitively priced alternative to long-term contracts—so you only pay for what you need. The campaign included exaggerated characters that need a “reality check” using elements of humor.