For years, Sprint had been losing customers in Chicago due to an inferior network. So when Sprint launched their new 4G LTE network, we needed to do more than tell people about the new network. We needed them to try it.
We started by creating a series of hyperlocal challenges.
The challenges were posted all over the city.
As people shared their vision of Chicago, submissions were showcased.
Paul Octavious, a Chicago artist with over 475,000 Instagram followers, curated the submissions, narrowing them to 50 finalists.
Then, the people of Chicago voted to pick 10 winners.
The campaign culminated in a dynamic, interactive art installation at the Art Institute of Chicago featuring the finalists and ten winners titled "Chicago by Chicago" presented by Sprint.
People at the event could enter their Instagram handle, and have their own photos take over the installation for a few minutes. Giving them their own exhibit at the Art Institute of Chicago.
Event Film
In the end, we didn’t just tell people about Sprint's new network. We challenged them to use our new network to create something truly unique: A self-portrait of Chicago, by Chicago. And it worked.
• 60,000 people participated
• Over 3,000 submissions
• New customers up 30%
Case Study
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Creative Director / Copywriter: Bryan Karr
Creative Director / Art Director: Ryan Dickey
Group Creative Director / Copy: Colin Selikow
Group Creative Director / Art: Vince Cook
CCO: Susan Credle
Designers: Alex Fuller, Jason Frohlichstein
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“Built for Chicago” turned a network launch into a city-wide participation moment, challenging Chicagoans to stress-test Sprint’s new 4G network and contribute content that became a live exhibit at the Art Institute of Chicago. With 60,000 participants and over 3,000 submissions, “Built for Chicago” drove new customers up 190%, turning real-world engagement into both a live exhibit at the Art Institute and a meaningful demonstration of Sprint’s 4G network.