T-Mobile Global Data
A global experiment to show
the need for global data.
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Business Opportunity
A blue ocean value innovation
T-Mobile was ready to start including international data in people’s plans. But did it deserve a big campaign? The truth was, only a very small percentage of our customer base ever traveled abroad. But it had a high perceived value. And more importantly, it werved as a demonstration of T-Mobile’s position as a brand that didn’t screw it’s customers over.
Creative Strategy
Show what bad carriers do to good people.
The whole Un-carrier strategy was to show that T-Mobile was “un-”doing the evils of wireless. So we set out to demonstrate just how awful other carriers could be to their customers when traveling abroad. The result, we turned a feature that wasn’t that relevant to a lot of people into a massive global demonstration of how different T-Mobile was from typical wireless carriers.