Metro by T-Mobile
BRAND REFRESH + CAMPAIGN CREATIve
The Campaign
Goal: Own the prepaid market by eradicating the stigma of prepaid wireless.
MY ROLE
Working as Art Director, I was tasked with formulating a look and feel for the campaign. After digging into the data surrounding Metro customers, my team found that a lot of the stigma surrounded the prepaid consumers themselves, not the particular carriers and services. I knew that in order to appeal to our audience of hardworking hustlers, doers and dreamers we would need to directly address the stigma attached to the prepaid user — not the brand — from desperate and financially-challenged to smart and savvy. The campaign would serve to define Metro’s users as new, modern self-made smart royalty.
My Process
Using key insights about the newly-defined Metro royalty, I devised conceptual ad-lobs to evoke the new smart, savvy tone that we wanted to see elevating our customer. From here, I evolved the designs with campaign photography and designed a logo for the campaign’s new tagline: Rule Your Day. Using bold type, bright color palette, and modernizing the Metro magnet from their asset library, the pieces together are used to reflect the motion and movement of our hero. Like our hero, magnets are always looking forward, always pointing towards the future.
My visual direction was chosen by the client, and I subsequently led agency design team in establishing brand guidelines to translate campaign identity across digital, out of home, broadcast, and in-store and our social media channels. I also made sure the elements and message could effortlessly move between brand and retail communications.
The Results
The “Rule Your Day” campaign celebrates and elevates customers while acknowledging their hustle, and consumers are taking notice.
Along with our real-life examples of Metro royalty: Tamira and Daniela, we highlighted several hustler’s (including NBA’s Karl-Anthony Towns and Jayson Tatum) stories and how Metro helps them rule their day.
The campaign garnered 90 percent Positive Sentiment from consumers, an Attention Score of 91.4% (above the 89% industry average) and a 2.6 Engagement Rate.
