T-Mobile: Holiday gift guide

This case study describes how T-Mobile, a mobile phone carrier in the USA, combined new technology with traditional direct mailing to increase sales of devices and accessories in the holiday period and promote the brand's vision.

T-Mobile: Holiday gift guide

Campaign details

Agency: Wunderman SeattleClient: T-MobileCategory: Communications / Utilities

Executive summary

This case study describes how T-Mobile, a mobile phone carrier in the USA, combined new technology with traditional direct mailing to increase sales of devices and accessories in the holiday period and promote the brand's vision. T-Mobile had created the 'Un-carrier movement' as its brand vision and this campaign was to bring that vision to its marketing, targeting existing customers. Being an 'Un-carrier' (contractless) makes customer engagement difficult, particularly in the competitive holiday season. Augmented-reality direct mailing to two targeted...

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