T-Mo Network Pass: Streamlined Fun

Concept & creative direction

T-Mobile is making it easier than ever to switch network providers with eSIM downloads through Network Pass. Say goodbye to the hassle and discover phone freedom.

T-Mo Network Pass: Streamlined Fun

Concept & creative direction

T-Mobile is making it easier than ever to switch network providers with eSIM downloads through Network Pass. Say goodbye to the hassle and discover phone freedom.

T-Mo Network Pass: Streamlined Fun

Concept & creative direction

T-Mobile is making it easier than ever to switch network providers with eSIM downloads through Network Pass. Say goodbye to the hassle and discover phone freedom.

Opportunity

Partnering with Amazon, we'll supercharge Network Pass with engaging messaging across various touchpoints. Our goal is to entertain, educate, and engage customers, making their next switch their last.

Solution

65% of customers find switching a network provider a time-consuming hassle and Amazon is helping T-Mobile turn this pain point into an exciting experience.


As the campaign's sole designer, I led a diverse team through brainstorming sessions. Together, we aligned our ideas with T-Mobile's objective: educating users about Network Pass for 5G devices. We carefully assessed each idea for feasibility, cost, and timing to ensure they were realistic and achievable.

"Easy Switch"

One standout concept, "Easy Switch," aimed to highlight the benefits of Network Pass through innovation.


"Easy Switch" primarily involved creating a video tutorial. I provided art direction and storytelling concepts to guide our producer in selecting the ideal production studio for the video production. Our aim was to streamline the sign-up process into easily digestible steps. Furthermore, we intended to utilize the tutorial on Amazon’s Fire TV streaming device and display ads to enhance awareness and direct potential customers to the Network Pass storefront.

"Easy Switch"

One standout concept, "Easy Switch," aimed to highlight the benefits of Network Pass through innovation.


"Easy Switch" primarily involved creating a video tutorial. I provided art direction and storytelling concepts to guide our producer in selecting the ideal production studio for the video production. Our aim was to streamline the sign-up process into easily digestible steps. Furthermore, we intended to utilize the tutorial on Amazon’s Fire TV streaming device and display ads to enhance awareness and direct potential customers to the Network Pass storefront.

"Easy Switch"

One standout concept, "Easy Switch," aimed to highlight the benefits of Network Pass through innovation.


"Easy Switch" primarily involved creating a video tutorial. I provided art direction and storytelling concepts to guide our producer in selecting the ideal production studio for the video production. Our aim was to streamline the sign-up process into easily digestible steps. Furthermore, we intended to utilize the tutorial on Amazon’s Fire TV streaming device and display ads to enhance awareness and direct potential customers to the Network Pass storefront.

But, we didn't stop at the video tutorial. T-Mobile planned to establish a presence on Amazon.com with a branded storefront. This page would feature tutorial videos offering in-depth looks at the sign-up process. They would also showcase key promotional messages, highlight the benefits of T-Mobile's services, incorporate a Lead Gen form with automatic population of Amazon customer data, and seamlessly redirect users to the T-Mobile website with a single click to initiate the sign-up process.

We also had big plans for Amazon Alexa devices. Customers could receive T-Mobile plan information through their Alexas. After engaging with Alexa using a unique phrase, they could opt to receive a text link leading to more T-Mobile info and get an extra 2 months (with a total of 5 months) of Network Pass access for free.

"Dial Up the 5G Flavor"

Our goal was to seamlessly integrate T-Mobile's 5G network into customers' daily lives, especially during enjoyable moments like cooking. I first presented our idea to Tastemade and we partnered with them to create a collection of five recipes, each with only five ingredients, designed to keep you connected to the joy of cooking. This initiative, "Dial Up the 5G Flavor," showcased the magic of fast internet speeds in the kitchen.


To establish T-Mobile on Amazon.com, we planned to create a dynamic storefront featuring 5G recipe videos from Tastemade. The page would include a recipe carousel with videos, ingredients, and step-by-step instructions. We'd also highlight key messages, service benefits, incorporate a Lead Gen form, and redirect users to T-Mobile's website with one click to sign up.

"Dial Up the 5G Flavor"

Our goal was to seamlessly integrate T-Mobile's 5G network into customers' daily lives, especially during enjoyable moments like cooking. I first presented our idea to Tastemade and we partnered with them to create a collection of five recipes, each with only five ingredients, designed to keep you connected to the joy of cooking. This initiative, "Dial Up the 5G Flavor," showcased the magic of fast internet speeds in the kitchen.


To establish T-Mobile on Amazon.com, we planned to create a dynamic storefront featuring 5G recipe videos from Tastemade. The page would include a recipe carousel with videos, ingredients, and step-by-step instructions. We'd also highlight key messages, service benefits, incorporate a Lead Gen form, and redirect users to T-Mobile's website with one click to sign up.

"Dial Up the 5G Flavor"

Our goal was to seamlessly integrate T-Mobile's 5G network into customers' daily lives, especially during enjoyable moments like cooking. I first presented our idea to Tastemade and we partnered with them to create a collection of five recipes, each with only five ingredients, designed to keep you connected to the joy of cooking. This initiative, "Dial Up the 5G Flavor," showcased the magic of fast internet speeds in the kitchen.


To establish T-Mobile on Amazon.com, we planned to create a dynamic storefront featuring 5G recipe videos from Tastemade. The page would include a recipe carousel with videos, ingredients, and step-by-step instructions. We'd also highlight key messages, service benefits, incorporate a Lead Gen form, and redirect users to T-Mobile's website with one click to sign up.

Beyond the digital realm, we planned a real-world impact with digital signage in Amazon Fresh stores. These signs would raise awareness with short 5G video clips and QR codes guiding users to explore 5G and Network Pass on the T-Mobile storefront. Amazon locker locations would also be transformed with custom graphics to direct users.


To deepen customer understanding of T-Mobile Network Pass, we planned "food truck" events in front of select Amazon Fresh stores nationwide. A chef would prepare the featured recipes, and T-Mobile experts would be on hand to answer customer questions.

Result

Before my departure, I ensured my team was well-supported. I identified a suitable candidate from another team and mentored her as she took over the campaign. By the time I left, the team presented the ideas to T-Mobile, receiving a positive response.