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 vast understatement.
The task is further complicated by the need to collaborate simultaneously with multi-disciplinary agencies, work at an intense pace to meet tight delivery deadlines, and have ever-changing promotions that require meticulous detail revisions. All the while producing non-stop campaigns for the US Hispanic market that must appear seamlessly and simultaneously with the General Market counterparts and create a big impact.
It’s safe to say that this is the mother of all challenges.
The Background
Initially, a small telecom company sought to compete with the larger players in a highly competitive telecom market. 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-out purchase decisions.
How we did it
We were cautious to maintain the general tone and visual elements of the brand in 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 or adapting like the plague, instead leaning 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.
Results
We helped T-Mobile grow from the fourth-largest carrier in the U.S. to number one in the wireless category among Hispanic consumers, achieving year-over-year double-digit gains in brand appeal, brand recall, and customer consideration.