telecom

T-Mobile Tells Network Users 'You're Welcome'

After spending the past couple of years luring competitors’ customers with offers like free video streaming and paying early termination fees, T-Mobile is taking a moment to assure current and potential subscribers that its network will support their use. 

With a new series of television spots, the company is showing off its revamped network and boosted LTE coverage, including better calls within buildings. The spots, which carry the theme “You’re welcome,” suggest that even the needs of the heaviest users will be served. 

"We get a lot of different usage out of our network and we wanted to show that,” Jason Lucas, executive creative director at T-Mobile’s agency, Publicis Seattle, tells Marketing Daily. “Ultimately, anyone can talk about their network, but we wanted to [show] the key users and abusers of it.”

advertisement

advertisement

The spots still have a decidedly T-Mobile tone, Lucas says. The first spot shows a young couple taking and posting pictures of their new child in a number of scenarios, from playing on the beach to eating in a restaurant. “You’re welcome,” a voiceover tells these “paparazzi parents,” adding that with T-Mobile’s increased coverage, they can “overshare just about anywhere.” A second spot notes that the Internet-supported know-it-alls can “prove you’re right in more places,” thanks to T-Mobile’s increased coverage. Both spots end by continuing to note that T-Mobile considers itself the “Uncarrier.”

Taking the approach from the consumer’s point of view — about how a stronger network enables them to do more of what they want — is a way to stand apart from the “noise” of other networks also touting their comparative strength, Lucas says. 

“If you stick to the same [message], it is noise,” Lucas says. “That’s why we wanted to do something that’s a little more humorous … It’s different from an ‘Uncarrier’ move, but it still has an ‘Uncarrier’ tone of voice.”

Despite this shift from customer-luring initiatives, T-Mobile’s “Uncarrier" strategy of identifying consumer pain points isn’t going away, Lucas says. “There will be an ‘Uncarrier’ 11, 12, et cetera,” he says. “They will continue to come out.”

Next story loading loading..