Right on schedule T-Mobile had debuted the first in a series of new commercials showing a “major” shift in T-Mobile’s marketing ideology. It’s a dynamic shift for T-Mobile and their spokesmodel as they work to get her out from the white screen and into leather. The real question is whether or not the average customer will see the correlation between Carly driving fast on a motorcycle and T-Mobile’s HSPA+ 4G network. Time will tell to see how responsive customers, both current and future are to T-Mobile’s new marketing effort. What do you think?
T-Mobile’s “Alter Ego”
By: Peter DeLuca, T-Mobile senior vice president, brand, advertising and communications
Today, T-Mobile unveiled a new ad campaign that reveals another side of our popular brand ambassador, Carly. Carly has been a popular and highly recognizable spokesperson that personifies the T-Mobile brand, and was even voted one of 2011’s “best dressed” for her custom designed magenta frocks. With this new ad, there is a distinctive departure from our existing campaign. Her magenta summer dresses are replaced by motorcycle leathers and a 1000 cc Ducati superbike, which symbolizes the speed and capabilities of our 4G network.
Entitled “Alter Ego,” the ad is a metaphor for what T-Mobile is all about – challenging the status quo and taking bold steps in the marketplace as a challenger brand. The makeover from the girl-next-door to an edgier, more tech-savvy and spirited Carly is synonymous with the evolution of the T-Mobile brand as we continue to push the envelope with device and service innovation to deliver amazing 4G experiences at an affordable price.
This is the first in a series of ads that you’ll see over the next few months leading up to our brand re-launch this Fall. You can check it out here …and, T-Mobile customers, feel free to watch it on the small screen over our 4G network.
Consumers can also check out our competitive 4G experience first-hand by visiting a new test drive site. The Test Drive site lets consumers check out our amazing 4G experiences by comparing the speeds head-to-head with competitors against one of the latest 4G devices running on our network, whether it’s downloading an app or streaming a movie.