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T-Mobile
T-Mobile California Launch: July 18 - August 31, 2002

RAN IN: United States

CLIENT
T-Mobile USA

AGENCY
Publicis in the West *Lead Agency


SUMMARY

Just what the world needs, another wireless carrier. A new brand was entering the most competitive category (wireless) in the most competitive market (California). Tasked with achieving aggressive awareness and activation goals in a limited period of time, T-Mobile seized an opportunity to breakthrough by reeducating a cynical and savvy customer through a pre-emptive value equation of "Get More". Through a disruptive mix of media & creative messaging (television to taxi cabs) T-Mobile has surpassed their business goals within the first 6 weeks of launch.


Language: English