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T-Mobile
The Un-Carrier

RAN IN: United States

CLIENT
T-Mobile USA

Peter De Luca - SVP, Brand. Comm.
Trish Cox - VP, Advt.
Lauri Jordana - Sr. Advt. Manager, Hispanic Market

AGENCY
Conill *Lead Agency

Verena Sisa - Chief Strategy Officer
Manuel Campos - Acct. Director
Pascale Cardozo - Acct. Supervisor
Veronica Cueva - Acct. Manager
Mario Granatur - Creative Director
Ginny Kollewe - Director, Strategic Planning
Ross Ludwig - Executive Creative Director


SUMMARY

How do you turn yourself around from 4th place and negative business growth? You shake things up and change the DNA of the business. You zig where others zag. And you make a special effort to tap into the fastest growing segment, Hispanics, by ensuring the new company direction relieves Latino's wireless pain points and speaks directly to them with true cultural relevance. The results were immediately remarkable. After just one quarter, business turned positive and Hispanics were over-delivering net adds.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Print,Radio,Interactive

Audience: Cultural or Ethnic Group,Young Men (20-35),Young Women (20-35)

Objectives: Brand relaunch, reposition

Type: Business-to-Consumer

Classification: National,Non-English

Language: English