Family Mobile Reinvention

With StraightTalk gaining share against Walmart’s self-branded cell carrier, we were asked to take a step back and re-evaluate the entire brand — from key claims and in-store fixturing to the way that new customers were incentivized to trade up on devices.

We started by doing and in-depth analysis of what our customers valued in our brand and what what was enticing them to go elsewhere. By taking the results of our research and looking at a fresh messaging platform, we were able to make a compelling argument for a complete overhaul in the way we approached potential new customers.