In the US, the wireless category had begun to mature with consumers becoming less willing to switch providers and new-to-wireless activations slowing. Additionally, promoting “more minutes” became an increasingly commoditized currency - price, value, handsets and coverage messaging were not as sustainable as a long term position in the sector. Therefore, T-Mobile as the challenger brand in the sector, needed to elevate its conversation to a new level. It needed to find an emotional brand message without missing a beat, and continue to drive monthly acquisitions around a product offering. In response, T-Mobile developed “MyFaves” - Unlimited calling to any 5 people. Our media communication strategy was simple, use strategic, “connections-led” media to make ‘Who’s in your Fave 5?’ part of the consumer conversation.

MyFaves became part of the US pop-culture lexicon, evidenced in significant user generated media and talk show references. MyFaves gained 50% subscriber adoption within 12 months, exceptional for a new product offering. T-Mobile had the best year in the company’s history for net connections(increased new subscribers less lost subscribers).

We worked with partner agencies and media companies to build an integrated digital, product placement and brand integration campaign, including: bolstering our strong T-Mobile NBA presence, we created a TNT feature with NBA legend Charles Barkley (Charles’ ‘Fave 5’). The feature showcased the Fave 5’s iconic user interface while the hosts debated Charles’ picks of the week. Organic product placement and brand integration in key shows, including: “How I met your mother (CBS), Gilmore Girls (CW) with an online game, Family Trip (TLC) and custom vignettes on HGTV and the Food Network. User Generated Content was an integral part of our initiatives, serving as a ‘true’ barometer of our emotional effectiveness. These and many other elements added momentum and visibility to an already strong advertising media campaign.

We started by paying off the theme of connections and relationships, focusing media buys in “cherry-picked” properties: "Brothers and Sisters”, “The Nine”, “Two and a Half Men” and “Six Degrees”. Additionally, secured deep product integration in programs featuring relationships at the core i.e. in “How I Met Your Mother” built integrations that centered on how the 5 close friends used MyFaves to stay connected. Next, leveraged our NBA sponsorship with the custom MyFaves features starring NBA players and celebrities, delivering huge fan involvement and response. Building on our momentum, challenged consumers to engage and put their spin on MyFaves. We seeded creative on you-tube and other video sites, inspiring consumers to post responses. Built user-generated contests at Current TV, Atom Films & MySpace, i.e. negotiated an exclusive category agreement with Current TV allowing T-Mobile to execute Viewer Created Ad Messages, allowing consumers to have their commercials shown on-air.