AR meets DM for T-Mobile

INSIGHT

To stand out in a category where most players are at parity, You need to create an emotional connection between your customers and your brand.

IDEA

T-Mobile had added a suite of high end accessories to it's lineup of product offerings. This was an unexpected move for a company most associated with value, so they needed to introduce these products to consumers in a way that would cut thought the Holiday clutter and make their brand synonymous with quality and innovation.

Targeting tech early-adopters and using their typically well performing printed Holiday Gift Guide as a platform, I partnered with technology vendor Aurasma to create T-Motion, an app that triggered AR experiences based on image recognition.  Recipients were enticed to download the app with a gift, only accessible via AR on the back of the piece.  

The story came to life as we threw a lavish holiday party in NYC and equipped various invitees with cool tech to enhance their commute and party experience. Video vignettes captured at the party sprung to life as the T-Motion app melted the printed DM away and became your gateway to the party.

We received over 57,000 downloads of the app, and those that downloaded purchased 4x more phones and 3x more accessories than those exposed to other channels.