Way Too Smart to Pay Dumb

Transform TextNow from a functional, value-driven wireless service into a culturally relevant brand that challenges the competition. Build national awareness and compete against established carriers associated with contracts, hidden fees, and consumer frustration.

Consumers don’t want to feel cheap. They want to feel smart. In a category built on confusing plans and the assumption that paying more means getting more, affordability could become a signal of intelligence and independence.

We developed Way Too Smart to Pay Dumb, TextNow’s first national campaign, and selected Katt Williams to give it an unmistakable voice. His cultural credibility helped turn the platform into a badge of honor for consumers who refuse to be played.

• Brand platform and campaign strategy

• Spokesperson strategy, identification, and selection

• Creative platform and campaign development

• Talent integration and production

• National broadcast, online video, and social content

• Integrated media and influencer activation