T-Mobile has given its lady in pink – Carly Foulkes – a tough, edgy look to highlight its more aggressive campaign to challenge the big three – Verizon, AT&T and Sprint.
Carly's pink sun dresses have been replaced with a sleek leather jumpsuit and a Ducati motorcycle. Modern and fast as in its 4G HSPA+ network.
The “ad is a metaphor for what T-Mobile is all about – challenging the status quo and taking bold steps in the marketplace as a challenger brand, according to a T-Mobile email in Huffington Post.
"Clearly 2012 is a rebuilding year for T-Mobile," said Peter DeLuca, senior-VP brand, advertising and communications, said in AdvertisingAge. "We need to get the brand back out there and get consumers to take another look."
It's been rough for T-Mobile: AT&T's bit to buy the carrier was squashed by regulators, has no iPhone, and has lost customers.
No matter how well an advertising campaign is executed, brand-awareness goes only so far. Is the brand something consumers want? Time will tell if the new Carly is all style or hits the mark that T-Mobile is worth a another look.
Watch the take from industry observers.
Watch the take from industry observers.
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