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Walmart Family Mobile
"Plus" Launch

RAN IN: North America

CLIENT
T-Mobile

Randy Wagner, Walmart Family Mobile Director
Theresa Danforth, Senior Marketing Manager
Douglas Speedie, Senior Marketing Manager

AGENCY
The Mars Agency *Lead Agency

Steve Nottingham, General Manager
Julie Jennings, Client Leadership Director
Ryan Hughes, Creative Director
Clay Crymes, Associate Creative Director
Jenni Kerklin, Manager
Matt Fortuna, Senior Copywriter
Gail Hendrickson, VP Print Production


SUMMARY

When Walmart Family Mobile launched, we were a house brand with a measure of success, until the wireless landscape heated up.  By 2015, we lacked awareness and  were being outspent 10:1. We created a plan that brought us back into the conversation.  By doubling our data and partnering with Walmart's streaming movie service, we introduced premium offerings to the budget category. We got creative with our media spend and partnered to gain placement out of category. We stole shares from Goliath and increased our revenue year-over-year while cutting our media spend

CASE STUDY

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CASE VIDEO


Hero Medium: RETAIL EXPERIENCE

Medium Featured On Video: BRANDED CONTENT During;DIGITAL/INTERACTIVE During;DIGITAL/INTERACTIVE Developed Retailer Site Content;DIGITAL/INTERACTIVE Display Ads;ECOMMERCE During;EVENTS During;PACKAGING During;RADIO During;RADIO Spots;RETAIL EXPERIENCE During;RETAIL EXPERIENCE In-Store Merchandizing;RETAIL EXPERIENCE In-Store Video/Kiosk;RETAIL EXPERIENCE POP;RETAIL EXPERIENCE Retailtainment;SAMPLING During;SAMPLING In-Store;SOCIAL MEDIA During;SOCIAL MEDIA Post;TV During;TV Spots

Audience: Families

Objectives: Brand launch

Type: Business to Consumer

Classification: National

Language: English