T-Mobile DM REAL FAMILIES OF T-MOBILE by Wunderman Seattle

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Industry Telecommunications Services
Media Direct marketing
Market United States
Agency Wunderman Seattle
Associate Creative Director Ryan Obermeier
Creative Director Shane Alderton
Released December 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: T-MOBILE
Product/Service: TELECOMS
Date of First Appearance: Dec 11 2010
Entrant Company: WUNDERMAN, Seattle, USA
Entry URL:
Creative Director: Shane Alderton (VML)
Group Account Director: Michael Joseph (Wunderman)
Management Supervisor: Jennifer Tobias (Wunderman)
Account Executive: Mary Burnett (Wunderman)
Director of Strategy: Chris Carter (Wunderman)
Global Client Services Director: Sean Howard (Wunderman)
Sr. Copywriter: Ben Reese (VML)
Associate Creative Director: Ryan Obermeier (VML)
Sr. Art Director: Matt Lange (VML)
Producer/Director: Matthew Mills (Spacestation Media)
Director of Data & Analytics: Jeff Hawley (KBMG)
Project Manager: Clay Detels (VML)
Chief Creative Officer: Eric Baumgartner (Wunderman Network)
Media placement: Direct Mail - Targeted At 4G Markets - 12/11/10
Media placement: Digital Video - T-Mobile.com, Facebook, YouTube - 12/11/10
Media placement: E-Mail - Targeted At 4G Markets - 12/11/10
Media placement: Facebook Application - Facebook - 12/11/10

Describe the brief/objective of the direct campaign.
Now that everyone has a mobile phone, keeping current customers happy is more important than ever for mobile carriers. Unfortunately 53% of T-Mobile’s customers believed service was better on other networks. Coverage, or rather their perception of it, was the number one reason for customers to leave T-Mobile.

Other carriers were busy one-upping each other with dot-saturated coverage maps, but our focus groups showed that people were tired of negative advertising and irrelevant coverage statistics. Our job was to find a way to illustrate the power of the network in a way that was meaningful and relevant to T-mobile's customers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To credibly deliver a network message without talking about maps and statistics meant we needed to re-define what coverage means to consumers. Rather than "bars" or maps, what really matters to people is the knowledge that their friends and family are only a phone call away, whenever and wherever they are. And who better to tell that story than actual T-Mobile customers?

We travelled across the country and uncovered stories of families and individuals who truly rely on T-Mobile’s network. We filmed their stories, collected them online, promoted through e-mail and direct mail, and encouraged new stories through Facebook.

Explain why the creative execution was relevant to the product or service.
The stars in these spots are T-Mobile's customers and the evolution in the way we all communicate. It's no longer about making phone calls or even texting. Families are sending photos and videos and using social media to stay connected - all of which require a fast network.

We could have created standard testimonials with customers singing the praises of T-Mobile's 4G network, but that wouldn't have been authentic and it wouldn't have been T-Mobile. By focusing on the customers we were able to not only convey the network message but we gave the audience something to relate to.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The response has been outstanding. Over the first two months of the campaign, visitors spent an average of over three minutes on the site with 80% of visitors completing at least one video.

Our target metric, perception of the T-Mobile network, has improved by 7% and network perception is no longer the most cited reason for customer churn.