Magazine article Marketing

T-Mobile Backs Mix-It Tariff with Pounds 15m Work

Magazine article Marketing

T-Mobile Backs Mix-It Tariff with Pounds 15m Work

Article excerpt

T-Mobile is supporting Mix-It, its 'third way' pricing proposition that combines monthly tariffs with pay-as-you-go top-ups, with a pounds 15m advertising campaign in the run-up to Christmas.

The first UK network to merge elements of both pre- and post-pay, Mix-It has been available since July but this is the first time T-Mobile has backed it with marketing.

The product will now be the focus of a major campaign to attract consumers in the crucial final quarter of the year.

Mix-It targets consumers who demand the control afforded by pay-as-you-go packages but appreciate the better value of monthly price plans. T-Mobile has identified a prime audience as parents who want to control the costs of their children's mobile use.

The campaign includes a 30-second spot in which giant 3D signs, such as 'Better go ... no credits' and 'No nasty bill surprises - ever', glide through various urban street scenes. As they traverse the screen, all the 'E's in the phrases turn into pound signs.

The ad is set to the track Motorcycle Emptiness by the Manic Street Preachers, and will be supported by outdoor, press and online executions. …

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