Verizon push to talk nextel9/18/2023 ![]() ![]() They were used especially for delicate and intricate systems like computers and the Internet. Transmitting messages via light pulses, fiber-optic networks were more durable and could carry greater amounts of information than conventional cables. In 1984 United Telecommunications (United Telecom), which later became Sprint, announced that it would build the first nationwide fiber-optic long-distance system. Walter Thompson, "and followed suit with their own flat-rate product." According to Sprint, this left them to defend the "position of the dime," which resulted in the "Dime Zone" campaign. "The competition realized Sprint had struck an emotional chord with consumers," said the creators at J. "Dime Zone" was created as an answer to competitors who were offering their own flat-rate long-distance calling systems. "The most effective campaign was a social commentary starring golf phenomenon Tiger Woods for Nike." Those polled in 1997 tended to favor ads that "were laden with reality and light on fancy," wrote Dottie Enrico in USA Today. Nonetheless, the same poll showed that people remembered the ads even though they may not have liked them. Only 9 percent of those polled liked the "Dime Zone" ads "a lot," while 23 percent disliked them. The campaign, which showed people finding a dime and then being whisked away to a place where everything went their way, did not, however, prove to be popular with consumers in USA Today's 1997 Ad Track survey. ![]() The first two spots advertised Sprint's dime-a-minute rate for long-distance calling, and the third added another product, Sprint's $10-a-month pager. This campaign promoted the dime zone as the time people called long distance the most-nights and weekends-and featured three new commercials. "Sprint Sense" introduced a new campaign in 1997, the "Dime Zone," which premiered on May 5. In the second year of the poll, however, Sprint beat AT&T, its main competitor, and MCI in all categories. In 1995, the first year of the survey, Sprint had been number one with high-volume users, but it trailed AT&T with the 80 percent who spent less than $50 a month on calls. Power & Associates in August 1996 showed Sprint to be number one in customer satisfaction, with AT&T second and MCI third. A customer satisfaction survey released by J. Selling long-distance phone service to the public with flat-rate pricing paid off for Sprint. The following year, in 1996, the "Dime Lady" campaign featured Bergen assuring consumers that it was indeed "one minute, one dime, no kidding." Walter Thompson of San Francisco, introduced Candice Bergen as Sprint's spokesperson. The 1995 "Sprint Sense" campaign, handled by J. This flat rate-one dime for one minute-became known as "Sprint Sense," an umbrella term for the company's flat-rate long-distance calling product and used the tag line "It All Makes Sense." According to Sprint, the flat rate revolutionized long-distance calling with an easy-to-understand pricing system that people loved. The idea behind "Sprint Sense" was simplicity for the customer: give consumers one flat long-distance rate to anyplace they called during evenings and weekends. It was in 1995 that Sprint Corporation launched its national "Sprint Sense," an advertising and marketing campaign to sell long-distance phone service. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched. NOTE: Since the initial appearance of this essay in the 1998 edition of Major Marketing Campaigns Annual, the Sprint Corporation merged with Nextel to become Sprint Nextel. Sprint Nextel Corporation DIME ZONE CAMPAIGN ![]()
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