Miramar, FL. Tuesday July 27, 2005. Supra Telecom® captured Florida’s and New York’s TV audiences with their new TV spots, one of the components of the innovative branding campaign that brings the company back to the advertising arena.
Along with the “School”, “Motorcycle” and “The Network” versions, Supra aired “Crying”, a spot that enhanced the new look and feel of the company.
With the theme “Welcome to the new Supra Telecom®” as the umbrella concept and loyal to the revolutionary creative initiative developed in-house, “Crying” invites all customers disappointed by their telecommunication provider to heal their broken hearts and pockets with the best medicine available in the market: Supra’s new and innovative products that provides customers with greater flexibility and benefits, allowing them to select the services they need and pay only for what they use, without unpleasant surprises at the end of each month.
“Crying” use a sequence of shots where real men and women cry inconsolable and eats to diminish the sadness, establishing a genius parallelism with the story of thousands of consumers that feels betrayed when they receive their phone bill.
“After thinking, creating and throwing away a bunch of ideas, we got hook with this concept. Everyone, at some point, has felt betrayed and has found comfort in buckets of ice cream or chocolate tablets. And it’s because there is nothing as painful as knowing that you have being fooled.” commented Carlos Lopez, Chief Marketing Officer of Supra Telecom®. “We though using these crying sequences to show how competitors’ customers felt when they receive their phone bills was hilarious, specially because the amount is always higher than the one offered when signing up”, Lopez said.
“It was amazing to find out during our focus group sessions that the crying arouse laughs among the participants.” commented Alberto Alfonso, Director of Brand Marketing and Sales of Supra Telecom®.
“It was a fact. Everyone felt close to the message”, Alfonso assured.
Supra’s products and services allows the consumer to control how and when they want to communicate. With a variety of new product bundles, Supra Telecom® customers can select local service and/or long distance service, dial-up internet service, as well as a number of calling features and enjoy a personalized plan that fits their calling needs. Starting early Q4 2005, Supra Telecom® also plans to add DSL service to its products offerings, providing monthly savings on that service too. Additionally, over the coming months, Supra will continue to ramp up its strategic marketing activities to reach and educate new customers and prospects about the value and vision of the NEW Supra Telecom®.
Supra Telecom’s products vary in cost depending on the services selected by the customer, with bundles starting as low as $16.95 excluding taxes, per minute long distance charges and other surcharges. Customers interested in signing up for an Answers Bundle can subscribe by calling at 1-877-98-SUPRA (78772). A dedicated representative will help customers customize the right services for their family, at the best possible price. Customers can also sign up by visiting
Client: Supra Telecom
Product: Money saver
Title: Crying while eating
Duration: 30
Agency: El precinto (In House)
Creative directors: Carlos Lopez, Michelle Brin
Executive Producer: Alberto Alfonso
Produce:r Daniel Majonica
Production Company: El precinto (In House)
Director: Casimir Nozkowski
Post Production: Wild(child)
Editor: Yvette /Chuck
Music: Personal Music
Sound design: Steve Mac
About Supra Telecom®
Supra Telecom®, a privately held company established in 1996 and based in Miramar, is the second largest telecommunications provider in the tri-county area with approximately 250,000 customers and annual revenues exceeding $150 million. Supra provides local, domestic and international long distance, voicemail, and internet service to its business and residential customers. Supra provides nearly half of all competitive residential access lines in the state of Florida and is one of the largest residential competitors to BellSouth
