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When was the last time you recall an integrated campaign from a telco? Fresh from the mint pages of Contagious‘ latest compilation comes an amazing integrated campaign by Sprint, for Samsung Instinct product launch about 4 months ago in the United States of America.

I love a brand that doesn’t state the obvious (i.e. the iphone 3G, now faster… like DUH!). I love a brand that knows how to laugh at itself (i.e. the biggest product placement movie of all time). And I certainly love a brand that has the balls to be different. Well done, Sprint. You know what, I might just dump my iPhone for the Samsung Instinct when it comes over to our little island of Singapore.

That is, if our local telcos don’t kill the coolness with a platter of cliches such as “exclusive”, “premium” or “the wait is over”. God save our stupid telcos. 

Here’s the brief for all to enjoy, courtesy of Contagious.

The Challenge

Take on the iPhone and promote the release of the Samsung’s Instinct

The Solution

1. Mimic blockbuster movies’ product placement in TV commercials
2. The “greatest product placement movie of all time” contest on YouTube where users upload home videos with disgraceful product placement of the Samsung Instinct phone

The Results

Sprint’s most successful handset launch ever, with ALL Instinct handsets sold in just two weeks.

Credits

Client: Sprint
Agency: Goodby, Silverstein & Partners, San Francisco
Creative Team: Rich Silverstein, Franklin Tipton, Christian Haas
Production Companies: Teak, Hungry Man, Ted Perez Design, LA
Directors: Eric Noren, Bryan Buckley