Challenge - T-Mobile needed to launch its new pay- as-you-go proposition into a highly price-sensitive and competitive market. Adding to the challenge, PAYG customers are typically younger, with less cash in hand. Understandably, they would rather spend their money on going out, shopping or music - anything other than topping up their mobile. With this in mind, Top Up and Stretch from T-Mobile positioned its top-ups as lasting longer than other mobile providers. Straightforward media placements alone would not reflect the sociability and abundance that T-Mobile customers could enjoy.
Through in-depth interviews, we learnt that PAYG customers are after instant gratification and that any promotions should focus on relevant incentives. Our audience was more interested in a free pint of beer than the possibility of winning a VIP weekend in New York. Also, it was crucial to make our communications and promotions all-inclusive. If we could get this right, we could not only deliver against aggressive targets, but also demonstrate to consumers that T-Mobile is a brand that really understands them.
Our activity spanned two campaigns in 2008. We partnered with the Bauer portfolio for the first and with RSVP for the second. By teaming up with media brands that were highly relevant to our audience, we were able to enjoy the essential credibility needed. Magazines were at the core of the campaign, as they not only broadcast our top-up message, but also enabled us to illustrate how people could benefit from their top-ups lasting longer. Each week, we featured content, discounts, prizes and top tips our audience could take advantage of. We amplified our strong magazine content with TV and radio promotions, with all content ultimately pushing through to an online hub.
Performance targets centred on a cost-per-engagement model, ensuring all channels would be optimised at every opportunity, and scale would be delivered alongside depth of message. The activity also won an IPC Magazine Planning Award for the best use of magazines in a multimedia campaign.
Stephen Ward, Planning manager, MediaCom