T-Mobile Promo, Case study NO MORE MR. NICE GIRL by Publicis Seattle

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Industry Internet Service Providers, Mobile Communications
Media Promo & PR, Case study
Market United States
Agency Publicis Seattle
Creative Director Hart Rusen, Chris Clark
Art Director Kristi Flango, Kathleen Grebe, Kevin Amter
Copywriter Kerry Feuerman, Jenn Maples
Producer Jen Allen, Ali Ormiston, Wade Atkinson, Elise Garber, Chelsea Sweetin
Released April 2012

Credits & Description

Category: Best Use of Integrated Media
Advertiser: T-MOBILE
Product/Service: 4G NETWORK
Chief Creative Officer: Andrew Christou (Publicis Seattle)
Creative Director: Hart Rusen (Publicis Seattle)
Copywriter: Kerry Feuerman (Publicis Seattle)
Art Director: Kevin Amter (Publicis Seattle)
Art Director: Kathleen Grebe (Publicis Seattle)
Creative Director: Chris Clark (Publicis Seattle)
Copywriter: Jenn Maples (Publicis Seattle)
Art Director: Kristi Flango (Publicis Seattle)
Producer: Jen Allen (Publicis Seattle)
Producer: Chelsea Sweetin (Publicis Seattle)
Producer: Ali Ormiston (Publicis Seattle)
Producer: Wade Atkinson (Publicis Seattle)
Producer: Elise Garber (Publicis Seattle)
Media placement: TV - NBC - 17 April 2012
Media placement: Out Of Home - Billboard - 17 April 2012
Media placement: Website - Online - 17 April 2012

Insights, Strategy & the Idea
Post the dissolution of AT&T’s highly publicised deal to acquire T-Mobile, the brand was in an extremely desperate situation. As the only remaining carrier without the iPhone to boost sales and its image, customers were leaving in droves for “greener” pastures. The brand had carved a niche as the value leader within the category. Yet, technological credibility drives purchase, and customers believed that if it was cheap then the quality of the network must also be inferior. As a result, T-Mobile couldn’t attract the most desirable audience in the category, prime credit customers, who wouldn’t consider T-Mobile much less take the brand seriously. We had to create an inherently disruptive campaign that forced radical reappraisal of T-Mobile among prime credit customers, and turn the tide on declining revenue, waning store traffic, and flagging loyalty. The insight was to flip the tables on what people assumed they already knew about T-Mobile.

Creative Execution

To force reappraisal of the T-Mobile network we did what few brands would ever consider doing: reinvent a beloved, iconic spokesperson. The idea was to take a cheerful, bubbly girl and turn her into a strong, confident woman who would be a metaphor for the advanced technology and super-fast speed of T-Mobile’s 4G network. Out went the magenta sundresses in came black leather and a Ducati Superbike. “No More Mr. Nice Girl” became the rallying cry of this new challenger image.

The ultimate goal was to use this more aggressive attitude to challenge competitors in head-to-head online demonstrations. A 360 degree media push, including TV, print and digital, drove consumers to a special web address, tmobile.com/testdrive. Once there, viewers could compare the download speeds of T-Mobile versus the three other major wireless companies who all claimed to be fastest. Once and for all, it was time to set the record straight.

Results and Effectiveness
Within two weeks of the launch, the campaign is causing radical reappraisal of the brand and has spawned a viral sensation. It has driven more than 17 million online video views at sites such as YouTube. More importantly, executions have generated a 500% increase in T-Mobile web traffic of the head to head product demonstrations against the iPhone, nearly 4x the campaign average. It is making an impact, being shared and talked about across the web, resulting in significant increases in brand engagement with 80% of site traffic spending time further exploring T-Mobile.com and 115,000 new Facebook fans since launch.