Connecting Black Americans with Cricket
The strides Cricket Wireless has made for Black Americans were getting lost in the crowded, polluted sea of telecom advertising.
We sought to make one thing clear: Cricket Wireless understands the unique perspective of Black Americans. And we proved it by showcasing Ewurakua Dawson-Amoah, an emerging black director who demonstrated the importance of Historical Black Colleges and Universities (HBCUs). Using beautiful choreography and visual metaphors, Dawson-Amoah connected the idea of ingenuity to both Black Americans and the Cricket Wireless brand.
Among the Black Americans exposed to the ads, 80% of them felt more positive about the Cricket Wireless brand. Conversely, unaided awareness of the brand increased by 33%, demonstrating the resonating effect of the advertisements.