The Web Marketing Association is proud to present this 2024 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Retail Integrated Ad Campaign
T-Mobile Multimedia Campaign Touts Apple Deals To Win New Customers
CONVERT APPLE LOYALISTS INTO T-MOBILE CUSTOMERS
THE TARGET
We sought to reach T-Mobile prospects with a propensity toward iPhone and tremendous loyalty to the Apple brand, as well as a younger Android audience with a growing desire to switch brands. Our goal was to connect with and convert potential customers interested in a range of Apple products.
THE CHALLENGE
Apple dominance is growing, and iPhone penetration has reached all-time levels, yet currently, T-Mobile has less of the market than its main competitors, AT&T and Verizon. This left a tremendous growth opportunity for T-Mobile.
How could we spur prospects to investigate T-Mobile offerings, including and beyond the latest iPhone and get them to make the switch?
THE ANSWER
To incentivize customers to make the move to a new network, we knew we had to pull out all the stops—this meant showcasing irresistible, first-to-market offers too good to pass up AND the tremendous T-Mobile value proposition.
Plus, knowing that customers with more than one service have larger Customer Lifetime Values (CLV) and that half the Apple audience dominates the smartwatch category, we featured unbelievably rich offers across a breadth of Apple products including iPhone 14, Apple Watch SE, and iPad 9th Gen.
Our creative had to get prospects thinking: Why just get a new iPhone when T-Mobile has the BEST offers on ALL the latest Apple products?
See full entry for Work and Results.
Contributors:
| Executive Creative Director: | Kris Geist |
| Director of Creative Strategy: | Rich Patterson |
| Creative Director: | Emily Preston |
| Associate Creative Director: | Madison Merryman |
| Senior Copywriter : | Melissa Avanzato |
| Traffic Manager: | Amy Lee |
| Strategic Consultant: | Heather Anding |
| Senior Account Manager: | Nick Lencioni |
ZETA GLOBAL
Location: United States
About the Agency:
We're Zeta Global, a data-driven marketing technology company that helps brands acquire more customers, keep the ones they have for longer and grow their value. We create personalized customer experiences by leveraging strategy, analytics, machine learning and award-winning creative that ignite a perpetual dialogue between brands and their customers. Founded by David A. Steinberg and John Sculley (former CEO of Apple Computer and Pepsi-Cola) in 2007, Zeta has grown to more than 1,200 professionals operating out of 25 offices across the globe. Our SaaS-based ZetaHub platform has been recognized as an industry leader by Gartner, Relevancy Group and other top-tier analysts. Zeta is headquartered in New York City, with Centers of Excellence in Silicon Valley, Boston, London, and Hyderabad, India.