T-Mobile Campaign

Client: T-Mobile x Initiative Campaign: T-Mobile 5G Home Internet Channel: Linear and CTV Ads

About the campaign.

About the Brand.

T-Mobile, often referred to as the “Un-carrier,” has established a distinct brand identity in the telecommunications industry by challenging traditional norms and prioritizing customer-centricity, value, and innovation.

Initiative, a part of IPG Mediabrands, has been T-Mobile’s U.S. media agency of record since at least January 2021. They are responsible for the scheduling and placement of T-Mobile’s advertisements. We collaborated with Initiative to provide media planning aimed at reaching a sports-focused audience across both traditional and online platforms during live sporting events.

Challenge & Objectives.

To maintain and grow T-Mobile’s subscriber base and expand into new service areas like 5G Home Internet, while effectively reaching diverse target audiences in an increasingly fragmented media landscape. This requires balancing broad reach with precise targeting and measurable outcomes across traditional and digital video channels.

Extend reach to cord-cutters and cord-nevers, target specific audience segments with relevant messaging, drive engagement, and facilitate measurable outcomes, especially for growing segments like 5G Home Internet.

Strategy & Media Activation

We developed a comprehensive strategy for T-Mobile’s media activation that aimed to maximize reach for its postpaid wireless business while utilizing programmatic capabilities to target messaging for 5G Home Internet. This plan combined the broad awareness provided by national broadcast and cable networks with the precision and flexibility of programmatic connected TV (CTV).