Sprint Campaign Goes Heavy on Symbolism

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Sprint begins a multimedia effort this month titled "Symbols" to drive traffic to a Web site designed for the campaign, the company said.


According to Sprint, the business-to-business campaign aims to reinforce the company's ability to deliver end-to-end global solutions to its business customers.


Sprint will use direct mail, print ads and digital media, all of which will direct people to www.sprint.com/fineprint. The site will contain a library of white papers and the debut of a streaming media channel for upcoming live and archived streaming video and audio Web casts.


The campaign will promote Sprint's ability to integrate voice and data, wireless and wireline, local and long distance, and domestic and international capabilities. Sprint intends to target its message to Fortune 500 leaders and business buyers of high-end telecom services.


The print ads, which will run in national dailies and business and IT books, will feature a mix of easily and not-so-easily recognized symbols such as an asterisk, an ampersand and the Greek letter eta. The symbols will float in a white space and be tied into copy in fine print at the bottom of the page.


The campaign was developed by D'Arcy BOS Group, part of the D'Arcy Masius Benton & Bowles Worldwide Network, New York.


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