In a category of mammoth spenders, we had to introduce a radical new brand, Republic Wireless, and get noticed with a shoestring budget. Our strategy was to serve the Smartphone Neophyte who needed Republic’s remarkable value: $19/month unlimited smartphone service. We created a character, H. Bud Chadwickson (America’s Foremost Factuarian) who championed Republic’s cause to democratize the smartphone. Through a targeted use of DRTV and shareable video, we established Republic as a credible wireless offering. And we convinced our target that Republic was on a mission to empower, not impoverish.