This is the final entry in my three-piece case study of T-Mobile. Select part one or part two to read the entire series.
The last issue T-Mobile USA faces is their marketing strategy. Their current campaign for the ‘Even More Plus’ plan is forgettable at best, and at times a downright eyesore. The TV spots touting “America asked for it. We Delivered.” are more along the lines of forgettable. When asking anyone what they think of the spots I am usually met with blank states and the response ‘which ones are those?’
Not only are the commercials forgettable the delivery is insulting. After the woman says “I don’t want a plan that costs me one of these and one of these,” holding up the mannequin body parts she also sputters out, “an arm and a leg”. The visual either should have been married with the words but this just looks like T-Mobile was worried that potential customers would be too dense to understand.
Their billboards for the plan fulfill the eyesore category. The boards are way too text heavy, even a copy lover, and do not provide enough reasons to switch to their service. Again, they may get a few people to convert on their price point but the sharp advertising that is put out by competitors makes T-Mobile look like a regional carrier. It’s more disappointing than anything T-Mobile can’t seem to get a handle on a solid marketing strategy. Hopefully they reevaluate soon, that is if Deutche Telecom decides not to spin off the wavering brand.
-Jeff
If you have yet to see the ‘You got it, America’ TV spot click here.