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SPRINT CAPTURES SUCCESS WITH LG V40 THINQ

THE TARGET
Sprint—a major player in the telecommunications industry—wanted to reach customers interested in stepping up to a new LG device and existing Android customers considering an upgrade. Their goal was to boost Click Through Rates while simultaneously driving sales.

THE CHALLENGE
Presenting a fresh concept illustrating the LG V40 ThinQ smartphone’s innovative features while ensuring the great upgrade offer was messaged in the most optimal manner.

THE ANSWER
When creating the campaign, we didn’t want to lose focus of what was important: 50% off a stand-out smartphone like the LG V40 ThinQ is an incredible deal. While we included key features—like the smartphone’s 5 cameras—to entice customers, we put extra emphasis on the offer. To do so effectively meant finding the best way to deliver the savings message. Our solution was to utilize a real-time Movable Ink test analyzing whether “50% off” or “15/mo.” generated greater customer interaction, and thus lift sales.

THE WORK
We knew beforehand the Sprint audience responded to straightforward copy and clean designs. The trick was capturing these insights in our creative approach. We crafted compelling text messages, subject lines, pre-headers and copy that championed the smartphone’s stellar savings and features. We then built a single sleek layout that showcased the LG V40 ThinQ alongside our Movable Ink test to see which offer variation “seized” customers the most.

Contributors:

Executive Creative Director:	Kris Geist
Global Creative Director:	Christine Cucuzza
Senior Creative Director:	Rich Patterson
Senior Copywriter :	Colleen Zajac
Art Director:	Samantha Stone
Account Manager:	Alex Rector

ZETA GLOBAL

Location: United States

About the Agency:

We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.