BREAKING THROUGH ON THE BIG GAME

Background

Having shaken the wireless industry with slashed fees, no contract plans, free tablet data for life and expanded national 4G coverage, T-Mobile was in the midst of their comeback story when they came to us with a huge communications challenge. For months they had been making the most of their “Uncarrier” strategy to chip away at the bigger players and wanted the perfect story to continue their momentum on Super Bowl Sunday and create fans within a massively broad audience.

To breakthrough and get people thinking about switching to T-Mobile, the message needed to be splashy, sharp and relatable.  After all, the world would be watching.

Insight and Strategy

For the majority of Americans, the relationship with our wireless carrier is fraught with added fees, surprises, outages and worst of all, binding 2 year contracts. It’s all most of us have ever known, but T-Mobile believes that consumers shouldn’t have to play that game and be bullied each and every month. So they got rid of contracts and all of the other things that people hate about their carriers. Simple as that.

With our efforts we wanted to show the world what you can do with a life free of contracts.

And within the worlds of professional football and contract-free living, there’s only one person who can bridge the two in a larger than life way: Tim Tebow.  

And what the Monday Morning Quarterbacks had to say:

Credits:

Creative: Mark Krajan, Chris Toffoli

Strategy: Ed Cotton, Neil Slotterback

Account: Lindsay Grant, Sam Bartelloni

Production: Frank Brooks