T-Mobile Pay As You Go: Josh's Band

T-Mobile wanted to acquire 418k new PAYG connections in the UK by changing the conversation away from "Who has the most minutes and texts?" to "who can help me be the most resourceful?" The creative idea was to ask people "What would you do?" with their minutes, texts and internet.

T-Mobile Pay As You Go: Josh's Band

Saatchi & Saatchi

SUMMARY

In recession worn Britain, T-Mobile wanted to acquire 418k new PAYG connections.

The market norm was to compete by outbidding competitors on minutes, texts and megabytes. Outspent by competitors, T-Mobile could not win this war. We had to change the nature of the conversation away from “Who has the most minutes and texts?”

Research revealed that counter to the picture of doom and gloom in newspaper headlines, people were responding more positively to the recession. A new spirit of resourcefulness and community had emerged. We wanted to tap into...

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