SEATTLE, WA (March 26, 2013) – The hyper-competitive telecommunications market shares more than a few similarities with the Wild West… intimidating bullies, group pressure, sinister bandits, controlling gang leaders, countless townspeople who feel taken advantage of… and of course, the rogue independent. After years of ruthless competition and a renaissance in mobile technology, only four major carriers are still in their standing: AT&T, Verizon, Sprint and T-Mobile, making the cowboy days of old the perfect metaphor for today’s mobile marketplace. Hot on the heels of the iPhone 5 release, T-Mobile debuted an aggressive Western style advertising campaign from Publicis Seattle and Riney to paint its brand in a new light.
Always devoted to freedom and being different than the “old school” carriers, the first ad features motley crew of four bandits, representing the big four carriers, entering a lonely mountain town with bad intentions on their faces. One of the riders then has a sudden change of heart and decides pushing people around isn’t what he wants to do with his life anymore. He then throws on an all-too-familiar magenta hat, and rides off into the distance with a smile on his face: a simple, yet clever metaphor to describe the strong armed ways of current telecommunications companies.
T-Mobile’s new brand messaging takes direct aim at the competition, and most pointedly, AT&T. The highlight of the brand messaging is crystal clear. T-Mobile now provides data plans that are cheaper, simpler and more transparent, than any other phone carrier. It also enters the iPhone marketplace with an unbeatable offer of a new iPhone5 for $99 down, and no contract. Talk about a bold step to stop the cell phone bullying.
“These bold moves serve notice that T-Mobile is canceling its membership in the out-of-touch wireless club,” said John Legere, president and CEO of T-Mobile USA, Inc. “This is an industry filled with ridiculously confusing contracts, limits on how much data you can use or when you can upgrade, and monthly bills that make little sense. As America’s Un-carrier, we are changing all of that and bringing common sense to wireless.”
Currently, T-Mobile has approximately a quarter of the U.S. smartphone market share that AT&T and Verizon enjoy. AT&T, Verizon and T-Mobile had 33.3%, 32% and 8.2% of the U.S. smartphone market, respectively, according to a December 2012 Kantar report.
Commenting on the new commercial, Peter DeLuca, T-Mobile’s Senior Vice President, Brand & Advertising, stated, “It’s metaphorical…we’re moving in a different direction.” He added, “All the swagger you saw [at the press event], you’ll see in our advertising in all channels.”
In a category where services are nearly identical, the first carrier to finally start appealing to the real desires of its customers may win a considerable chunk of market share. T-Mobile wants its customers to know they’re listening to them. With guidance from Publicis Seattle and Riney in San Francisco since 1997, T-Mobile will continue with a fresh perspective sure to attract masses of unsatisfied AT&T, Verizon and Sprint customers while putting T-Mobile at the forefront of a consumer revolution in telecom.
About T-Mobile USA Inc.
Based in Bellevue, Wash., T-Mobile USA, Inc. is the U.S. wireless operation of Deutsche Telekom AG. By the end of the fourth quarter of 2012, approximately 132.3 million mobile customers were served by the mobile communication segments of the Deutsche Telekom group — 33.4 million by T-Mobile USA — all via a common technology platform based on GSM and UMTS and additionally HSPA+ 21/HSPA+ 42. T-Mobile USA’s innovative wireless products and services help empower people to connect to those who matter most.
About Publicis Seattle
Publicis Seattle is an integrated marketing communications agency. The agency is part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide and the largest global agency network within holding company, Publicis Groupe. The mission of Publicis Worldwide is “To Lead the Change” to help our clients leap ahead. Publicis Seattle clients include: T-Mobile, Eddie Bauer, Karcher, Les Schwab and Seabourn.