Half off? No. Try double the money, two times the regular cost or, as Sprint’s newest New York retail location puts it, “Twice the Price.”
It’s a real store front in the Big Apple next to a real Verizon store. Sprint searched for just such a spot and opened the shop on Friday, stocked with real merchandise.
“Wait. So everything’s twice the price here?” one unsuspecting would-be patron said in a Sprint video filmed at its Twice the Price store.
Said another, “Double the price? Shouldn’t you mean half the price?”
Sprint spokesman Dave Tovar said those are not actors but rather shoppers who wandered into the sublet space that Sprint turned into a parody of the Verizon store that operates next door.
The fake store’s name is in white type on a red field, like Verizon’s sign. The letters are all lower case, like Verizon’s sign, and the word price is underlined the way the Z in Verizon extends to underline the O and the N in Verizon’s sign.
Inside the Twice the Price store, shoppers find real merchandise with a regular price marked out and double that amount marked as the selling price.
But there is no cash register to ring up these inflated sales.
“We didn’t think it would be right to charge people twice as much for a product,” Tovar said.
Sprint reps are on hand to explain the idea and pitch wireless customers to switch to Sprint.
The campaign is part of Sprint’s resurrection of its half-off rate plan campaign that Jeff Moore of Wave7 Research noticed had disappeared briefly.
“Their half-off thing went away for about a month and a half and then all of a sudden they brought it back with regard with to AT&T and Verizon,” Moore said. “It does help drive home the point that they’re trying to drive home.”
Sprint’s Twice the Price campaign includes another video that plays off of 1980s “Crazy Eddie” commercials, only this time actors portray customers who are repeatedly charged twice the price.
Tovar said the Twice the Price store is part of Sprint’s larger campaign that targets Verizon customers to switch to Sprint. In those televised spots, a wireless consumer is seen “hooked” on a giant version of the Verizon check mark and Sprint’s pitch man, the former Verizon Can you hear me, now? guy, helps them get loose.