Media: Strategy Analysis - T-Mobile takes ambient approach.(T-Mobile International AG und Company KG)

 
Brand: T-Mobile U-Fix 
Client: T-Mobile 
Brief: Raise awareness of the launch of the U-Fix proposition 
Target audience: A 'bullseye' audience of 18- to 22-year-olds plus a 
broader audience of all mobile phone users 
Budget: pounds 10 million 
AGENCIES 
Media: Nigel Robinson and Anna Berry at MediaCom 
Creative: Saatchi & Saatchi 
Bar and club media: Admedia 
Outdoor buying: Posterscope 

MediaCom was tasked with developing a strategy for T-Mobile's U-Fix product: a mix of pre-pay and contract tariffs that enables users to set the amount they wish to spend each month at either pounds 15 or pounds 25.

Predictability was the key insight underpinning the creative work after research showed that young people were frustrated by the large variations in their monthly bills with fixed contracts; that they yearned for a more consistent tariff.

The media agency also added the insight that the majority of users don't use the phone while watching TV, so in addition to a broadcast strategy, it attempted to enhance this by trying to create a 'social currency' to bring U-Fix to life through outdoor and ambient media.

This approach was also adopted because T-Mobile cannot compete with the television spend of rivals such as O2 and Orange.

As a result, MediaCom devised a strategy that supplemented a traditional broadcast campaign to support the T-Mobile brand with more tightly targeted activity aimed at 18- to 22-year-olds.

EXECUTION