The Final Destination Communication

T-Mobile was considered a consumer brand that appeals to a young audience (16-25). The challenge for GyroHSR was to change the perception of T-Mobile for businesses and show that they offer as good a service and price plan as their competitors . The resulting insightful campaign positioned T-Mobile as a serious contender within the B-to -B market, and successfully stealing share from the current market leaders.

T-Mobile is a German telecommunications company and mobile phone provider. It recently merged with Orange to become the largest mobile operator in the UK. It provides competitive tariffs on both a pay as you go and pay monthly schemes. The companys key audience is consumer, although a growth market for the operator is the business market.

With it generally considered a consumer brand and its business offering not well regarded, the perception was that it did not offer as good a customer service or price plan as its rivals, Vodafone and O2. Additionally, there is very little awareness to the breadth of T-Mobiles business offering and its portfolio of products and services. The key challenge for GyroHSR was to engage a B-to-B audience and to be taken seriously as a credible mobile provider to valuable business customers.

The overall objective was to increase sales of smartphone handsets on a T-Mobile tariff and drive awareness of the T-Mobile brand amongst businesses. GyroHSR created a campaign to primarily target resellers and T-Mobiles partners, through a bespoke incentive campaign that would make the T-Mobiles offering the first choice to sell over and above its rivals.

With insight showing that 100 per cent of the audience had access to the internet at work and that decided that the campaign should focus primarily on digital media comprising eDM and a dedicated website. The digital platform enables both regular communications with the target audience throughout the duration of the campaign. It also allowed real time tracking of results, the key learnings of which were fed back into the campaign to ensure exponential success.

The campaign was executed through regular communication to the target audience and provided them with the required information they needed to sell more smartphones on the T-Mobile tariff. All partners were provided with sales collateral that boosted confidence and outlined the benefits of smartphone/T-Mobile key benefits. Over the duration of 7 months an email, banner, video and site updates were sent every month.

The outcome of the campaign exceeded expectations, resulting in significant uptake of T-Mobile business contracts. Anecdotal evidence suggests that over three quarters (78%) of sales have been converted from O2 and Vodafone customers.