Campaign: The Paul Effect
Sprint made headlines when it unveiled a new marketing campaign featuring Paul Marcarelli of “can you hear me now?” fame. Paul wasn’t a spokesman for Sprint. He was just a wireless customer who wanted to save a crap-load of money for basically the same coverage as Verizon.
After being in market for several months, the brand was hungry for a new way to talk about Paul’s decision to become a Sprint customer.
Onion Labs developed “Your World”, a 60 Minutes-parody news program that investigated the unexpected effect Paul’s switch to Sprint had across the nation.