ALTER EGO: The launch TV spot, “Alter Ego”, takes viewers through a total makeover of T-Mobile’s spokeswoman, literally changing in front of their eyes. In :60 seconds she goes from her closet of pink dresses to wearing black leather motorcycle leathers and speeding through the nighttime urban landscape. She's on a mission. She has something to say. Supers invite viewers visit tmobile.com/testdrive.

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.

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.