Telecommunications (108)
Combine your product with a consumers dream
T-Mobile introduced their new product ‘relax’ by letting a real consumer show the benefit of the new product. Contract minutes within a ‘Relax’ contract don’t expire after a month but continue to be valid. T-Mobile started a campaign in which a consumer was asked what he would do with all these extra call minutes. He decided he really wanted to replay his championship soccer match of 15 years ago. The campaign showed how he organized the game and called all his old teammates plus the opponent’s team.
Why it matters
This is a great example of how a brand can bring a new product to life in their communications during a time when people trust peers more than brands. What other ways will we see brands attract new customers through their influential advocates?
Related articles
Queen’s University Human Media Lab has developed the PaperPhone. This mobile computing device has all the functionality of a smartphone, yet it's as flexible as paper and uses no power when the user is not interacting with it.
Lastminute.com's nru (short for ‘near you’) uses the GPS and compass built in to T-mobile’s G1 phone to create a radar-style display that highlights points of interest nearby. These include restaurants, clubs and landmarks, which the radar will detect are nearby to the phone’s current location.
