At the beginning of the pandemic, many of Straight Talk’s customers still had outdated cell phones, which put them at risk of losing essential services during a time when keeping in touch was critical. To emphasize the importance of connection, Straight Talk wanted a meaningful campaign that achieved two main goals: to engage audiences with a hopeful message of bringing customers together during quarantine and to deliver important updates so existing customers could carry on with their wireless benefits.
With most of the scenes shot remotely by skeleton crews, our team filmed a short video packed with an emotional tone, heartfelt message, and relatable day-to-day situations highlighting the different ways that devices can help people stay connected. An original soundtrack was created and interpreted by local recording artist Carson, who is also featured in the ad, “Our connection will go on.” The song’s meaningful lyrics reflect Straight Talk’s focus on brand equity and care for its customers. Exclusive discounts available through segmented ads on social media and email helped audiences discover how to keep friends and family close even while social distancing.