Minutes, minutes, minutes. The wireless industry loves their minutes. But T-Mobile wanted to put the focus back on people. 5 people to be exact. After discovering that people make an astounding 70% of their calls to the same 5 people, we created an entirely new calling plan called myFaves, offering unlimited calling to your 5 favorite people – now known as your “Fave 5.”We created new phones with a “Fave 5” user interface, and then introduced the product across America with a media neutral campaign that posed the question, “Who’s In Your Fave 5?”

This was much bigger than an advertising campaign. Once we developed the idea of myFaves, we designed everything from scratch, including the phone itself. We created myFaves phones with a people-friendly user interface that puts your 5 favorite people right on your phone’s screen.

Then we introduced the “Fave 5” idea across America with a medial neutral campaign that posed the question, “Who’s In Your Fave 5?”.The campaign was everywhere: TV. Outdoor. Newspaper. Radio. Online. In-store kiosks. And an NBA sponsorship.