Un-Carrier launch
Executive Creative Director - shanealderton@outlook.com
INSIGHT
T-Mobile was losing customers faster than they could add them. After a tumultuous near merger with AT&T they needed to get their base back on their side.
IDEA
In 2013 T-Mobile took on the mobile industry by rebranding itself as the Un-carrier and systematically tearing down the norms that put customers at a disadvantage. For this idea to land T-Mobile needed to launch Un-carrier with the customers they were most trying to defend, their base.
We presented this concept to their marketing team and within days were filming CEO John Legere giving an impassioned message to his customers just ahead of the national launch.
This was a banner year for our team as the work we did won multiple Gold Echo awards from the DMA which led to T-Mobile being named Marketer of the Year.
Un-carrier wasn't a singular event, however. T-Mobile continued to push the mobile industry. I was deeply integrated strategically and creatively in helping develop the "signature moves" that define Un-carrier.
This is a very small smattering of assets and campaigns produced across Mobile, Print, Digital, Social and Direct.
The Source is a responsive web portal created to deliver personalized content, Tips to get the most out of your device and the latest offers from T-Mobile.
Jump! (Just Upgrade My Phone!) was another T-Mobile "signature move" which gives customers access to new devices basically on demand. As a customer centric program we were tasked with developing the launch assets and identity.
Music Freedom is another facet of Un-Carrier designed to put further pressure on the mobile industry.
T-Mobile was the first carrier to offer talk and text over Wi-FI. We knew there was a good story to tell there, and what better way to introduce the feature than partnering with pogo to offer texting from the sky for the first time.
This was a full page newspaper ad which ran in the Wall Street Journal. It's was BlackBerry's last attempt at viability to the business market. Sorry Blackberry.