Launch & Brand Building

The Challenge

Spectrum was entering one of the largest, most mature and competitive categories in the U.S.: wireless. Consumers knew the brand for Internet and TV—not mobile. The challenge was to build credibility quickly, establish Spectrum as a legitimate mobile provider, and give customers compelling reasons to consider switching.

Spectrum Mobile launched nationally in 2018 as an extension of Spectrum Internet, combining cellular service with Spectrum’s WiFi network.

The Idea

Rather than treat mobile as a completely new brand, the work built on Spectrum’s existing relationship with customers while giving Spectrum Mobile its own reason to belong in the category.

Across launch and promotional executions, the creative focused on making the offer feel simple, relevant and credible. Celebrities such as Sofía Reyes and Ozuna helped bring cultural relevance, visibility and familiarity to the brand, while different executions highlighted the benefits and value of Spectrum Mobile.

The Work

Five selected films from the launch and promotional work show how Spectrum Mobile introduced its offer and made it relevant to U.S. Hispanic audiences.

Contribution

Creative Direction · Copywriting · Multicultural Strategy

Concept development, copywriting and creative direction across launch and promotional work, with a multicultural perspective to help the ideas connect naturally with U.S. Hispanic audiences.

Recognition

Cablefax FAXIES 2021 — Multicultural Marketing — “Hispanic Ozuna 360º Experiential, Brand & DR Campaign” — 1st Place
Cablefax FAXIES 2022 — Wireless/Mobile Sales Campaign — “Spectrum Mobile Ozuna Campaign” — Winner / 1st Place
Cablefax FAXIES 2023 — Wireless/Mobile Sales Campaign — “Spectrum World Cup Mobile Campaign Extension” — Winner