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TMCNet:  Sprint Introduces One Big Happy Framily in New Advertising Campaign

[January 17, 2014]

Sprint Introduces One Big Happy Framily in New Advertising Campaign

OVERLAND PARK, Kan. --(Business Wire)--

Say hello to the new Sprint (News - Alert) Framily, featured in an advertising campaign that launches today. A revolutionary pricing program, the Sprint Framily™ Plan lets consumers decide who they consider family. Now, friends, family and others can be part of your Framily.

Developed in conjunction with Team Sprint, the new advertising shows how Sprint consumers can invite friends, family and others to join their "Framily," lowering everyone's monthly rate. Your Framily can be composed of people such as a fitness instructor, your favorite barista, parents on your son's soccer team, grandparents, or cousins, as long as they switch to Sprint.

"We recognize that often friends are considered to be as important as family," said Jeff Hallock, chief marketing officer-Sprint. "What better way to ensure you can stay connected than through the Sprint Framily Plan. It allows you to share wireless savings with the group you care about the most."

The TV ad shows how a Framily can be put together, starting with a family of four, "the girls, my lady," adding friends (a fantasy football league) and ohers, such as the daughter's boyfriend. It concludes with, "The Framily Plan from Sprint. With a new price, a new plan and an all-new network, there's never been a better time to switch." The spot will begin airing during primetime today across national network and cable TV programming, and there will be two additional spots to air at a later date.


Print, digital and out-of-home feature headlines such as "One big, happy Framily," "Savings. It's a Framily value," "For as little as $25 a month, you can have one big happy Framily," or "You don't have to be family to be Framily."

"We think Sprint's new plan redefines the wireless category," said Doug Ryan, president-Chicago and San Francisco, DigitasLBi. "We are honored to tell the story with a fully integrated campaign."

The Sprint Framily Plan is available to new and existing customers. The more people added to the group, up to 10 phone lines, the greater the savings for everyone on the plan.

For one line of service, new Sprint customers pay $55 per month per line for unlimited talk, text and 1GB of data. For each additional new Sprint customer that joins the Framily group, the cost per person goes down $5 a month up to a maximum monthly discount of $30 per line. Build a group of at least seven people and everyone gets unlimited talk, text and 1GB of data for $25 per month per line (pricing excludes taxes and surcharges). The Framily Plan allows members to share the savings, without the hassle of sharing a bill. Each account can be billed separately.

About Sprint

Sprint (NYSE:S) offers a comprehensive range of wireless and wireline communications services bringing the freedom of mobility to consumers, businesses and government users. Sprint served more than 54 million customers at the end of the third quarter of 2013 and is widely recognized for developing, engineering and deploying innovative technologies, including the first wireless 4G service from a national carrier in the United States; offering industry-leading mobile data services, leading prepaid brands including Virgin Mobile (News - Alert) USA, Boost Mobile, and Assurance Wireless; instant national and international push-to-talk capabilities; and a global Tier 1 Internet backbone. The 2013 American Customer Satisfaction Index rated Sprint as the most improved company in customer satisfaction, across all 47 industries, during the last five years. You can learn more and visit Sprint at www.sprint.com or www.facebook.com/sprint and www.twitter.com/sprint.


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