The Goal:
In a commoditized category, wireless service providers feel like one and the same. 

 

The Brief
Get: Young wireless service subscribers between 18-25 years

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Who: Switch between carriers often, looking for one that doesn't make them feel cheated 

 

To: Think of andCricket Wireless 

 

By: Reminding her Food Lion gives her easy and affordable access to fresh foods and her other holiday needs - both planned and last-minute