Challenge
The nation was in the depths of winter and recession, making many people sensitive about corporate insincerity and dishonesty. In this climate, T-Mobile had to launch a new campaign. One that people could believe in and trust. One that would make people feel good about the brand.
So we couldn’t just tell people T-Mobile’s new philosophy, we had to prove that, ‘Life’s for Sharing’. By doing so, we had to add another 143k customers.
It is absolutely amazing, and even though it's a stretch for phone service, i suppose the country needed support and "sharing" from one another.
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