Home » Broadband Speed »Competition »Consumer News »T-Mobile »Video »Wireless Broadband » Currently Reading:

[Updated With Video] T-Mobile’s Ad Star Drops Dress for Get Tough-Biker Leather; Wireless Competition is Back

Phillip Dampier April 16, 2012 Broadband Speed, Competition, Consumer News, T-Mobile, Video, Wireless Broadband 1 Comment

She's back and wants to "set the record straight."

T-Mobile’s familiar ad star is dropping her polka dot dresses  for some get-tough biker leather in a new series of commercials for the wireless carrier.

Canadian actress-model Carly Foulkes has appeared in “approachable”-wear designed by Debra LeClair since 2010, mostly chiding competitors like AT&T for tricky fees and “gotchas” that T-Mobile doesn’t charge. Typically amused by the antics of other wireless carriers, she promised relief for customers switching to T-Mobile’s value-oriented wireless plans.

Nearly a year after the failed merger-buyout by AT&T was first announced, T-Mobile this week unveils a “brand refresh” that promises wireless customers it is back in the fight for their business.  Traditionally, T-Mobile has positioned itself as a low-cost, value-oriented provider.  Often, the company’s service plans and pricing have forced other wireless carriers to follow suit.  AT&T’s buyout of T-Mobile would have eliminated that aggressive pricing.

T-Mobile will spend millions on the new ad campaign.

In the first ad in the series, Foulkes metaphorically tears up T-Mobile’s image over the past year, perceived as supine as the company waited to be absorbed into AT&T’s empire.  Ripping through her closet, Foulkes emerges in black leather and hops on board a motorcycle, demanding that visitors test-drive T-Mobile’s 4G network speeds against AT&T, Sprint, and Verizon.

Before her biker phase

T-Mobile’s year-long courting by AT&T cost the company plenty.

At last 802,000 contract customers fled T-Mobile for the competition, many for Sprint and Verizon, some only to avoid dealing with AT&T.

Others left because T-Mobile is the last major carrier still not offering Apple’s popular iPhone.  

The company promises to invest at least $200 million in advertising its comeback and is keeping Foulkes front and center.  In fact, outside of Verizon’s “Can You Hear Me Now” campaign which ran for a decade, ending last April, no spokescharacter has proved as recognizable as Foulkes.

The motorcycle theme will focus viewers on T-Mobile’s 4G network speeds.  Customers perceived that T-Mobile stopped upgrading and expanding its network while it pursued a merger with AT&T.

T-Mobile continues to claim it operates the nation’s largest 4G network, operating with HSPA+ technology.

T-Mobile’s “4G” network does deliver speed improvements over 3G, but some have dubbed HSPA+ “3.5G,” because resulting speeds usually cannot compete with 4G LTE technology.

T-Mobile plans to spend $1.4 billion to build its own LTE network to launch in 2013.

http://www.phillipdampier.com/video/T-Mobile Relaunch Ad.flv

T-Mobile’s “brand refresh” starts with this ad, “No More Mr. Nice Girl.”  (1 minute)

Currently there is 1 comment on this Article:

Search This Site:

Contributions:

Recent Comments:

  • Linda: AGREE! We shouldn't be paying extra for ECHO....
  • JC: I didn't do this on purpose but it worked: Comcast came to my door - I usually politely listen but say no thanks. But I listen to see what they mi...
  • Ben: Had: U200, Max Turbo 24MBs, 2 Additional TV Recievers, $129+tax called just now, 1st year promotional price ends in 3 days. Now (with one year c...
  • fjfdybvfgj: What TW wants to do is keep it a secret so that they can pocket 90% of the money and say it wasn't enough to connect the rural areas. We shouldn't spe...
  • Howie: I feel that the taxpayers of New York State have the right to know how their tax money is being spent. If T-W wants to keep how it spends money on i...
  • AC: What I'd love to see is the total amount of federal money AT&T received and the promises they were to have done by now....
  • Seattle: They doubled the download speed but not the upload. So now my speed is 100-120 down but only 10 up....
  • Paul Houle: This the kind of "leadership" we are getting out of Cuomo, unfortunately. It reminds me of his "bold" initiative to bring more gambling to NY, so...
  • fjfdybvfgj: The Data Usage represented is usually the norm for most people by themselves. In a family of 5 and our usage is usually around 6TBs normally and is ~9...
  • Bryan: Awesome article Just got 12MB and U-200 with HD included free for $93 a month. Also made them throw in movie channels for a month free....
  • Mike: The U.S. government has been hijacked by murderous psychopaths. They seek global domination and, using the power of the U.S. military and intelligen...
  • Glen: They are insane - you can buy a Tivo Roamio pro 6 tuner and just get a cable card and sdv box and get 6 shows at once and 1tb of space as well as str...

Your Account: