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.
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.
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.