Campaign details

Brand: T-Mobile
Lead Agency: The Marketing Store
Region: Global

Strategy

Objective

As the Un-carrier®, our goal is to make mobile life more awesome for our customers. We were sick of seeing the way customers were treated we wanted to simply show them some love. We landed on a customer appreciation program that was activated through a dynamic mobile app. We felt a mobile app gave us the most versatility and the smoothest delivery of our message – saying thank you to our great customers.

When we first decided to create a T-Mobile customer appreciation program for our customers, we noticed a serious problem – no one likes them! They lead customers to develop a poor relationship with brands. We found that 72% of consumers think loyalty programs exist simply to squeeze more money out of them and 90% of all social media comments about loyalty programs were negative.