With so many phone carriers, it’s easy to feel overlooked. At least, that’s what our in-depth research revealed about Cricket’s customer base. Predominantly lower income, Cricket’s core consumer desired only what any consumer wants – the right value from the right services – but also, to be treated fairly, no matter their income level. From that perceived “disrespect”, we developed the “Respekt” campaign platform. Permeating every aspect of Cricket’s brand and business through ads, PR, POS, retail store design and community outreach, Cricket told customers: We RESPECT your desire for low prices, no contracts, no limits and no surprises. Very quickly, Cricket exceeded quarterly subscriber goals by 35%, the second hightest performance in company history, while prepaid market share increased 29% YOY.

Numbers very worthy of anyone’s Respekt.