Clear Mobile sold Mifi (mobile wifi) and home internet devices using signal from the mobile spectrum. At the time I worked with them, the business and brand were struggling to make headway in the market against much larger competitors like Verizon and AT&T. 

 

While the company had conducted a segmentation study and identified a target audience, they didn't really have in-depth insights into these audiences and how the product fit into their life. To solve this we conducted a series if in-home, in-depth interviews with customers. 

 

What we found is that Clear's solution wasn't a mobile OR home solution, but a mobile AND home solution- a way to get Internet at home and use it on the go as needed. And while the Internet was vital for these audiences, they struggled in dealing with the restrictions placed on them by the larger companies - data caps, etc. They felt they were being treated as if they were a number, not a person. 

 

Clear's biggest differentiating products feature was it did not have contracts or data caps. It understood that most people don't track data use and don't understand contracts. In short, it treated people as, well, people. 

 

We decided to pursue a communication strategy around the idea of Clear being "The More Human Internet Company". This idea was expressed in TV ads, billboards, digital ads, their website, direct mail and retail POP.