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T-Mobile
T-Mobile is Back: Un-leash with the Un-Carrier

RAN IN: United States

CLIENT
T-Mobile USA

Mike Seivert - CMO
Trish Cox - Sr. Director, Advt. & Mktg.
Peter DeLuca - SVP, Brand & Advt.
Julie Liabraaten - Sr. Director, Mktg./Consumer Insights
Andrew Sherrard - SVP, Mktg.

AGENCY
Hal Riney *Lead Agency

Andrew Christou - CCO
Kevin Roddy - CCO
Brad Filice - Planning Director
Tod Frincke - VP, Strategy Measurement & Anayltics
Julie Liss - Chief Strategy Officer


Publicis Seattle *Lead Agency


Wong, Doody, Crandall, Wiener


Big Fuel


Optimedia


SUMMARY

Before declaring itself the Un-Carrier, T-Mobile saw 12 straight quarters of subscriber loss and was a distant category fourth - both in business and brand metrics. That was before they chose to un-leash people from the restrictions and foolishness of the category. They broke the old wireless rules and eliminated what people were forced to endure: two-year contracts, data limits and phone upgrade restrictions. And that's how the last place carrier reinvented itself to become America's #1 choice in wireless.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Interactive,Social Networking Applications,Print

Audience: "Tech Urbanites,"Smartphone Users,$30 -150K HHI

Objectives: Brand relaunch, reposition

Type: Business-to-Consumer

Classification: National

Language: English