For Cricket customers, being careful with money is a priority, and finding the best deal on every purchase is key. Our target is always on the lookout for what will help him/her stay on a budget.
Consumers like simple and transparent plans. This was an opportunity to make simplicity and transparency a central part of the campaign. Most shoppers make their decision on which carrier and phone they want to buy within one week, so each week is an opportunity to connect with these consumers.
Building on these insights, Cricket wanted to break through the clutter to reach the US Hispanic audience and deliver Cricket's value proposition in an entertaining and clever way. The campaign was built around a common Spanish phrase "aquí hay gato encerrado" which literally translates to "there's a locked up cat"
This popular idiom (Gato Encerrado) is used by Spanish speakers when there's suspicion of a hidden agenda or ulterior motives. The premise of the campaign is that Cricket is releasing "gatos encerrados" or "locked up cats" from other wireless companies and allowing them to enjoy Cricket's great 4G LTE network and simple, transparent pricing.
