Background: As a challenger brand, T-Mobile needed a reboot. Their consumer-facing offers and messages were becoming indistinguishable from others in the category—AT&T, Sprint and Verizon. By this time, their network was just good as the big three, yet still carried the stigma of being a subpar brand.
They needed a distinctive look and approach to make their brand stand out and gain credibility. Because the wireless industry is full of ever-changing offers, part of the challenge was creating
a brand architecture that would be adaptable, quick to produce and ensure the offers were loud and clear. We re-branded T-Mobile as the "Un-Carrier" with this work.
Creative: We started with a simple, solid strategy— as the Un-Carrier, T-Mobile was a maverick on a mission to change the wireless industry for good. We put offers front and center, then added some needed emotion by pairing it with rebellious imagery, fun graphics and catchy music.
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Results: Almost instantly the new brand look and feel separated itself from other carriers. Two years after inception, T-Mobile added more than 25 million new customers.
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FILM AND DIGITAL AD EXAMPLES
OUT OF HOME AND PRINT EXAMPLES
Background: T–Mobile needed a campaign for a prepaid, no-contract sub-brand to compete with Metro PCS and other prepaid brands. A key insight was knowing that this target (mostly cynical and college age) had been burned before by no-contract plans that hid costs and charged roaming fees despite their claims to have flat rate fees.
Creative: We chose to be straightforward and just tell it like it is – with some charm and irreverence that differentiated its look and tone from more corporate competitors.
T-MOBILE – PREPAID
POINT OF SALE POSTER AND PRINT AD EXAMPLES
WORK PRIOR TO THE RE-BRAND
Before the Un-Carrier campaign, I was the CD on other sales-driving work.