
As T-Mobile and Sprint merged, many of the Sprint customers were still on older devices, unaware that their phones would soon become incompatible with the merged network. Zeta Global was tasked with inspiring these consumers to upgrade their phones, facing with the challenge of having to convey a difficult message in a positive key. The solution lay in strategic testing with the goal to ultimately build the most effective template. The 10 touches Zeta generated 9.50% average CTOR—lifting engagement to heights T-Mobile/Sprint had previously thought unreachable.