The Challenge
Describing the experience of working on a multimedia advertising campaign for a highly competitive telecom business like T-Mobile as a “challenge” is a gross understatement.
The task is further complicated by the need to collaborate at the same time with many multi-discipline agencies, work at an intense pace, meet tight delivery deadlines, and have ever-changing promotions. All the while producing non-stop campaigns for the US Hispanic market that must appear seamlessly and simultaneously with the GM counterparts campaigns and create a big impact for the Spanish-speaking population in the US.
It’s safe to say that this is the mother of all challenges.
The Background
In the beginning a small telecom company aimed to compete with the big players in a highly competitive telecom landscape.
The brand had an irreverent and aggressive tone. It needed it. But we had to soften it for the US Hispanic market. We had to create a campaign that felt like “total market” but appealed to a consumer who innately dislikes aggressiveness in advertising.
All the while establishing emotional connections and providing logical reasons to appeal to a pragmatic consumer who, at the end of the day, makes very carefully thought purchase decisions.
How we did it
We were extremely careful to maintain the general tone and visual elements of the brand on every single piece of advertising. At the same time, we embedded emotional reasons that resonated with the Hispanic consumer, as well as practical reasons to push the final decision. We avoided translating like the plague, and instead leaned more into original creative pieces that established the emotional bridge we had to build with US Latinos. Ultimately, we connected with the audience on their terms.