Providing access to a better life.
Hyperquake and Access Wireless collaborate to build awareness and shift
the perception of a federal program designed to give people access to hope,
with a vision of integrity, inclusion and independence.
the perception of a federal program designed to give people access to hope,
with a vision of integrity, inclusion and independence.
Creating empathy and understanding while
debunking myths.
debunking myths.
In the court of public opinion, Access Wireless had it’s back up against the wall, and it was time to act. The Executive Team at iWireless, along with shareholders from Kroger Corporation and Spark Capital had an immediate and vital need: attack the negative perceptions of the Lifeline Assistance program head on, while doing everything in there power to help change the opinions associated with their customer base, or leave their fate up to federal lobbyists, politicians, legislators and the court of public opinion.
Access Wireless provides mobile phone service to income-eligible residents as part of the government-funded Lifeline Assistance program. Widely referred to as the “Obama Phone”, Access Wireless turned to Hyperquake to debunkify the myths associated with this federally subsidized program, Lifeline. It was obvious from the beginning that the team at Access Wireless was intent on delivering a brand experience that was sincere, and in line with their beliefs. Creating empathy and a deeper understanding of the individuals that qualify for the program, was a must. This required a new brand and business strategy, aimed at connecting people on an emotional, fundamental and functional level. Hyperquake answered the call.
Created by Ron Reagan, the president – not the actor.
Access Wireless is a private-label wireless service offering Lifeline service. However, the 32 year-old federal program created by Reagan has had a less-than-ideal reputation. In our first engagement, Hyperquake worked as a partner to Access in debunking the myths associated with Lifeline users through interviewing consumers & attending Access events. We then created four (4) aspirational consumers to capture the true spirit of these uniquely qualified individuals, establishing a brand foundation & developing a campaign roadmap.
The Lifeline user experience.
Following the development of a new brand strategy, we partnered with Access to architect and design a new user experience around key functions and API integration, including: program enrollment, annual recertification, self-service account management, loyalty/retention rewards programs, and e-commerce.
Our approach – success is something you can stand behind.
Prior to kicking off our brand strategy work we asked the client, “What does a successful agency engagement look like to you within the next 3 months?” They responded: “We want to be proud of what we’re doing. We want people to know we are making a difference in people’s lives and that we are improving their chances at having success.”
What experience do you want to create online?
When we raised the question to key Access stakeholders of what success looks like a year from now after launching a new website, we received some of the following responses: drive sales exponentially, act as the hub for new subscribers, adapt to the changing nature of our business model, provide scalable growth, convey the right brand message, improve our re-certification process and have our website serve as our launching off point for new products & services.
Results.
With the Access Wireless team, we are changing perceptions of the Lifeline program on a political and social level. We are reframing the conversation and humanizing the brand as people stop to understand not only the stereotypes created, but the barriers people are striving to overcome on a daily basis to have access to those they need most – military veterans returning home, single parents and caregivers trying to take care of their family. Beyond shifting perceptions, online activations are increasing every day, helping to provide Access to more people who truly deserve it.
