Category: Telco/Comm
Case Study: Client names redacted to protect the successful.
Problem
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Coming out of a failed merger, bleeding customers and left for dead. Now what?
When the Justice Department and the FCC aggressively blocked the purchase of HIDDEN by a leading carrier, the final deal left them on life support as the weakest and smallest in their category. As loyal customers left by the thousands, and with little chance of winning them back, there was desperate need for a turnaround.
Human Insight
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Newsflash: People hate their carriers.
Through qualitative research, we gathered a common theme: consumers were mad, dissatisfied and felt “stuck in a bad relationship” with their existing carriers. Their anger was fueled by draconian multi-year contracts loaded with stipulations, fees and penalties, and every carrier was the same. The industry status quo, as it turned out, was public enemy No. 1.
Solution
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Start a revolution. Break every rule. Reinvent the experience.
Under the leadership of a brash new CEO, we helped HIDDEN forge and execute a bold new strategy to upend the industry and become a champion for the consumer. First at the brand level, then at retail.
Armed with renewed purpose, revolutionary offers and a new brand swagger, we reinvented the retail experience at 5,000+ stores throughout America. We achieved this through creating and producing over 4,000 physical and digital deliverables on an annual basis.
HIDDEN stores became a customer transformation point. Each retail experience invited customers to celebrate their freedom from oppression. Rather than hard-sell and promote, we encouraged stores to engage and emote. Bad relationships were ended, and the rebellion was on.
We helped HIDDEN pull off the impossible, leading the charge where it mattered most: at point of sale. HIDDEN had accomplished a complete 180 from the days after the failed merger. Customer count doubled. Brand loyalty skyrocketed. And HIDDEN went from last place to nipping at the heels of the industry leaders, changing the U.S. mobile landscape for good.
