presentation

4. “WHO is MetroPCS?”
Built on savings
Owned by T-Mobile
Made for everyone
Low cost
provider
Transparent
A prepaid wireless service
Provider offering
nationwide talk, text, data
via 4G LTE
No annual contracts
Nohiddenfees

5. MARKET SHARE
Sales increasing
%0.01
increase of 190,000 subscribers spring 2015. Since Spring of
2011, MetroPCS experienced a 2,860,000 subscriber increase.

6. 1994
History making history
A lot has happened since
1997
Social media selfie
Online
freedom of
speech
Online
communities
2015
2009
2005
T–mobile
purchase
2013

7. 2016
Social media
technology
sharing
Cultural
trends
communication
Self
expression
“advertising has changed more
in the last decade than over
the past two centuries.”
– NewYorkTimes

8. Increase subscriptions among the target
Establish a connection with this younger demographic
early on so when they want to break away from their
parent’s providers they choose MetroPCS
Develop an affinity towards the brand
THE objective
1
2
3
The Client brief
The (opportunity) problem

9. 8 LEADING competitors
$2 billion advertising 2015
Similar services
Telecom industry 4th in annual advertising
11% of all advertising
The noise

11. so the decision is easy...
ready to sign a contract, right?

12. technology
Coverage
savings
data
Verizon
AT&T
T-Mobile
Sprint
U.S.Cellular
Boost Mobile
Cricketwireless
Perceptual MapUSP

13. technology
Coverage
savings
data
Verizon
AT&T
T-Mobile
Sprint
U.S.Cellular
Boost Mobile
Cricketwireless
Boost Mobile
Cricketwireless
T-Mobile
U.S.Cellular
T-Mobile
Verizon
Verizon
Verizon
AT&TAT&T
AT&T Sprint
Sprint
Sprint
Boost Mobile
Perceptual MapUSP

14. “These cell phone
companies just straight up
lie in advertising.Sprint
claiming to be the‘fastest,
most reliable’network
offended me.”
Kenny Atlas

15. AT&TVerizon
Sprint U.SCellular
T-Mobile SO where does
metroPCS fit in?

16. U.S.Wireless Provider market share 2016
35%
33%
16%
14%
1% 1%
Verizon
AT&T
T-Mobile
Sprint
U.S.Cellular
Other
statista
.0

17. MetroPCS has great deals.
1
2
3
4

18. Low
cost
One more time.
Transparent
pricing
Niche
market

19. SO why are they not
choosing us?

20. Low brand awareness
LOW BRAND PERCEPTION
Poor first impression
Focus group

21. Low brand awareness
“I recognized the name, but I have
no clue exactly what It does.”
­Jackie
“I knew it was something, but I
thought it was computers.”
­Hugh
What is metropcs?

22. “The T-Mobile network’,that was kind of like,
what does that mean?”­Jon
“Since they did not specify what kind of smart
phone I would be kind of cautious about joining.”
­Lauren
“If price is their biggest selling point they did not
really emphasize that enough.”­Jon
LOW BRAND PERCEPTION
Post commercial exposure

23. Poor first impression
How do you thinkthe MetroPCS
commercials compare?
I do not remember them at all.
-all

24. Low IN consideration set
No consideration set

25. we realized that this case
is more than the result of a
crowded category

26. Focus Group Summary
Consumers will not switch plans if they do
not have to and can stay on family plan
Consumers will pay more for better quality
Millennials don't want to be openly sold
to on social media

27. AT&TVerizon T-Mobile Sprint
“very
confident
business
professional.”
“always second
place.”
“first person
I would call
to go to the
bar with.”
“old man /out
of date.”
Market share of males
Focus group quotes

28. Street interviews

29. So we kept digging

30. Survey results
73 People “cheap”
11 People “poor”
50 People “unknown”
300

31. now that we know The what
Let’s find out more about the who

32. The current consumers
Who are they?
30% have not
graduated high
school
X<$50,000 House
Hold income with
most under
$20,000
African
American
/Hispanic

33. We have profiled the category
MRI +
Street interviews
Surveys
Focus group
DEMOGRAPHIC
10
300
7
1
Secondary sources
50

34. MILLENNIALS

35. MEET THE Freedom Seekers
18-26
ADVENTUROUSOPEN-MINDED
driven
EMPATHETIC Risk takers
young
INDePENDENT
smart
CURIOUS
perceptive cultured
experienced
travelers
CONFIDENT
MONEY CONSCIOUS

36. Brandon
is
a
24
year
old
sales
associate
at
Dick’s
Spor1ng
Goods.
He
has
lived
with
his
parents
in
a
middle
class
neighborhood
ever
since
gradua1ng
from
University
of
Maryland.
He’s
oAen
described
as
a
free
spirit,
goo7all
and
thrill-­‐seeker
by
his
friends.
He
is
ac1ve
on
plaBorms
like
Periscope
and
Snapchat.
He
doesn’t
make
much
at
his
job,
but
his
parents
are
ready
to
get
him
out
of
the
house
and
living
on
his
own.
Brandon
is
highly
dependent
on
his
parents,
financially
and
emo1onally,
so
he
is
cau;ous
about
taking
the
first
step
to
adulthood,
though
he
knows
it’s
coming
soon
(which
will
involve
him
geIng
off
the
family
plan
he’s
currently
using).
Once
he
leaves
the
nest,
he
will
be
looking
for
ways
to
save
in
any
way
in
order
to
maintain
his
somewhat
expensive
adventurous
lifestyle.
Brandon

37. Chelsea
is
a
20-­‐year-­‐old
community
college
student
who
comes
from
a
working
class
Hispanic
family
outside
of
Phoenix.
She’s
money-­‐conscious,
environmentally
friendly
and
adventurous,
and
she
values
her
family
and
friends
to
the
utmost
degree.
She
owns
an
Android
phone
and
is
currently
on
a
family
plan.
Her
media
habits
include
being
ac1ve
on
Facebook,
Instagram
and
Snapchat,
and
frequently
using
NeBlix
as
a
streaming
source.
While
she
loves
her
family
and
wants
to
always
maintain
a
close
bond
with
them,
she
knows
her
;me
on
the
family
plan
is
limited.
She
values
her
independence
and
is
looking
forward
to
moving
out
and
taking
on
adult
responsibili1es,
but
knows
she’ll
be
;ght
on
money.
She
plans
to
look
for
ways
to
save
any
way
she
can.
Chelsea

38. Beyond the target

39. Facebook instagramtwitter pinterest
T-Mobile
SOCIAL MEDIA engagement
Verizon Verizon
126K16.8K7,189,288 1.72MM
Verizon

40. T-Mobile
print
TV
Social media
The market share shift.

41. Same audience
Different message

42. Our target has a voice.
And it lives online

43. “I’m assuming that I’m probably goingto
have to at some point,when I become a real
adult. That being said I’d probably stay with
Verizon because I don’t have to think about
it, which probably means that it’s good and I
never have problems with it.
­Sam
Focus group

44. The only way I could see myself
possibly switching is down the road
when I’m more independent with my
phone carrier and I’m more price
conscious, but as of now I don’t see
a reason why I’d want to switch.”
­Hugh
Focus group

45. “Paying all of your bills probably means that you’re an
actual adult...you’re paying your rent,you’re paying for
your car,you’repaying for all of that.”­Sam
“I don’t pay all of my bills, but I think paying all of your
bills signifies you completely being detached from your
parents.Until you pay all of your bills...you always know
that if you can’t paythisyou can go to your parents”
­Hugh
“I think it comes with being financially responsible,
obviously if you have a full time job and you’re earning a
salary it’s a lot easier to do that.For me I’ve had t o pay
for my car every month since my senior year of high school
so I feel like that’s kind of helped me with balancing things
financially a little bit at least before I get into the real
world.”
­Kevin
Focus group

46. Making the connection

47. Not breaking away
From wireless service provider
...breaking away from parents.
#adulting

48. What is adulting?
Adulting(v):
to do grown up things and hold
responsibilities such as, a 9-5 job,
a mortgage/rent, a car payment, or
anything else that makes one think of
grown ups.
Used in a sentence: Jane is adulting quite well
today as she is on time for work promptly
at 8am and appears well groomed.

49. AN ageless state of mind
adulting

50. fact
People spend most of their
young life practicing to
become an adult

51. when adulthood finally comes, that’s
when they realize they have no idea what
being an adult really means–
and that’s when they feel the most
intimidated.
observation
insight

52. Message strategy
MetroPCS welcomes you to adulthood.
We’re ready when you are.

53. Being an adult means making your own choices.
MetroPCS gives you options and transparency with no
commitment and low costs. You can even keep your current phone
while switching to this new wireless service provider, another
way we give our consumers more options.
Reasons to believe

54. We’re putting the ball in your court...
Permanently.

56. Being an adult means making our own choices.We can dye our hair
purple or eat dessert first, just because we havethe option to.
So we’ll take a blank page and scribble on it until it is a map.
Because what we do is our choice.
And we’ll dare to do it.
Dare to choose.

57. Partnerships
Google street view
Let’s play on the augmented reality trend using an app many
Millennials already have. We will partner with Google Street View to
create its first on-going Choose Your Own Adventure game. Users can
choose their paths based on simple questions, and are lead to mini
games through their city. They can rack up points to redeem for
prizes from MetroPCS.

58. partnerships

59. digital
Banner ads
Versatility of brand recognition on strategic sites
and flexible pricing structures.

60. Banner ads

61. Banner ads

62. TV
TV advertising effectiveness out performs All digital and
offline Channels.
It is the most powerful means of getting your message out.

63. Gummy bears :15
GUMMIES—:15
We
see
a
20-­‐something
girl
walking
into
the
vitamin
sec1on.
Light,
grocery
store
music
plays.
She
strolls
down
the
aisle,
and
picks
up
a
boYle
of
boring
mul1vitamins.
Unimpressed,
she
looks
to
the
leA,
and
picks
up
a
boYle
of
Kids
Vita-­‐Gummies.
Intense
music
starts
building.
She
holds
one
boYle
in
each
hand
as
the
music
swells
and
she
starts
to
panic.
Music
cuts
out.
VOICE
OVER:
Adult
decisions
can
be
stressful.
Something
catches
her
eye:
a
boYle
of
adult
gummies,
tastefully
shaped
like
fruit
instead
of
bears.
VOICE
OVER:
But
they’re
not
impossible.
Upbeat
music
starts
to
play;
she
feels
accomplished.
VISUAL:
text
overlay:
the
four
possible
plan
prices
VOICE
OVER:
With
metroPCS,
you
choose
the
plan
that’s
right
for
you.
With
no
hidden
fees
and
no
contracts,
you're
in
total
decision-­‐making
control.
VISUAL:
text
overlay:
logo
and
tagline.
[url].
VO:
Yeah,
it’s
good
to
be
an
adult.
metroPCS.
Dare
to
Choose.

64. Thanksgiving :15 THANKSGIVING—:15
Fall
colors,
a
happy
family,
and
a
feast
on
the
table:
it’s
Thanksgiving.
We
see
a
guy,
early
twen1es.
He
walks
into
his
dining
room
and
is
struck
with
a
choice.
Intense
music
begins
to
build
as
he
looks
to
his
leA
and
sees
an
empty
chair
next
to
his
Aun1e
Mae.
She
scrunches
her
nose,
makes
kissy
faces,
and
mimics
pinching
his
cheeks.
VO:
As
an
adult,
you're
faced
with
some
fate-­‐altering
decisions.
He
looks
to
the
right
and
sees
his
liYle
cousin
Bobby,
flailing
his
mashed-­‐potato-­‐filled
hands.
The
music
intensifies
as
Bobby
looks
at
him
with
a
devilish
smile.
VO:
And
some
that…
aren’t
so
hard.
He
takes
a
deep
breath
and
starts
toward
the
adult
table.
At
the
last
minute,
he
turns
from
the
empty
chair
next
to
Aun1e
Mae
and
he
beelines
to
another
seat
around
the
corner.
CUT
TO
text
overlays.
VISUAL:
text
overlay:
the
four
possible
plan
prices
VO:
With
metroPCS,
the
choice
is
all
yours.
Pick
a
plan
that
suits
you,
with
no
contracts
or
hidden
fees.
VISUAL:
text
overlay:
logo
and
tagline.
microsite.
VO:
Welcome
to
the
adult
table.
metroPCS.
Dare
to
Choose.

65. 20% of all travelers are Millenials.
Grab the attention of our busy consumers in a way that
will surprise and excite them.
Busshelter billboard
OOH

66. OOH
Bus shelter billboard

67. print
The average person aged 18-25 read more than 10 magazine issues
in the last month.
90% of college students read at least one magazine in the last
month.
College students are taking advantage of printed offers, visiting
websites found in magazines and are passing issues along to
friends.

68. print

69. Content publishers
partnerships
91% of Millennials consume their content via discover
in-feed as opposed to “search” or “shared”.

70. partnerships
Position MetroPCS as a brand that understands its audience.
Custom social posts by BuzzFeed - listicles, quizzes, videos.
BuzzFeed
BuzzFeed clients see an average lift of 48.8% in brand
affinity and 42% in-purchase intent from custom
social content.
200+Million monthly unique users / 50% are 18-34.
why
what
how

71. Partnerships-BuzzFeed
21 Tweets That Prove
You’re Not The Only
One Who’s #Adulting.
15 Reasons To Be
Excited About Becoming
A ‘Real adult’.
Quiz: Are You Ready To
Get Off Your Parents’
Payroll?
We’re talking to you
More examples:

72. partnerships
Elite daily
71% of users are between1 8-34 years old
Has averaged 49MM worldwide unique viewers and over
25MM US unique viewers each month since June 2014.
Place emphasis on the brand’s emotional
& aspirational dimensions.
Align MetroPCS closely with Elite Daily’s
“LikeAnAdult”topic series by producing original content.
why
what
how

73. Partnerships–elitedaily
What I Learned
After Living On My
Own For A Month.
Why Older Siblings
Give The Best
Adulting Advice.
4 Reasons Solo
Travel Teaches
You How To Be A
Real Adult.
More examples:

74. instagram
Raise brand awareness and affinity
Build a presence centered on
adventure and excitement.
Tell The stories of real
people entering adulthood.
Short format hype videos.
Create buzz a round
dare to choose initiative.
organic paid

75. instagram
Consistent. Exciting. Real.
MetroPCS
PAID organic

76. Facebook
Drive clicks to microsite
Create buzz around
dare to choose
initiative.
Increase
brand awareness
and reach.
organic paid

77. Facebook

78. Facebook paid

79. Paid social
According to emarketer, 60% of all smartphone
users have Snapchat.
Leading the industry with interactive content on
a platform that our target uses daily.
Millenials account for 7 out of 10 snapchatters.
Snapchat

80. Snapchat
1 2 3

81. All
of
our
interactive
ads
lead
the
consumer
To our
microsite.
4 5

82. MICROSITE
Aggregating the interactive pieces of our campaign.
Transitioning the consumer from content, to point Of purchase.

83. microsite

84. YouTube
Pre roll
With over a billion users, YouTube
reaches more of our target than any
other cable network in the U.S.

85. YouTube

86. YouTube

87. brochure

88. brochure

89. brochure

90. In-store

92. Media
BRAND AWARENESS
consideration
engagement
purchase

93. Media Strategy
To efficiently spend our budget, we planned each content
distribution channel strategically.
We want our dare to choose message to speak to our target at the times of
the year they're most interested in life changes. We increase spend during
January, may, and Q4 which are the times of the year that our consumers
are making big life decisions, such as choosing what college to enroll in or
where to move after graduation.

94. Phase 1
Focus on pushing our experiential tactics as well as
creating hype around the dare to choose campaign.
We aim to get as many consumers involved as possible.
Jan.–jun.

95. Phase 2
compile engagement, nurture organic posts, and organize
content to create online communities and innovative tactics,
with measured Key performance indicators, for our target to
interact with.
Jul.–Dec.

96. Urban towns&cities Heavily populated
college areas
Top 10 cities with the most
MetroPCS stores /state
1 2 3

97. Designated market areas 25
NewYork,NY
LosAngeles,CA
Chicago,IL
Philadelphia,PA
LasVegas,NV
Detroit,MI
Miami,FL
Tampa,FL
Orlando,FL
SanDiego,CA
SanFrancisco,CA
Houston,TX
Houston,TX
Dallas,TX
SanAntonio,TX
FortWorth,TX
ElPaso,TX
Boston,MA
Boston,MA
Austin,TX
Atlanta,GA
Memphis,TN
Providence,RI
Tucson,AZ
Phoenix,AZ
the
West / South west / South / Northeast
Key points

98. Programmatic
In order to stay competitive digitally we'll utilize our
internal trade desk to create an efficiently targeted
display and Paid social strategy.
Right message + right audience + right time + right place

99. We’ll target audiences in segments rather than
sites making it possible to reach the masses on
desktop or mobile.
Strategize + optimize + analyze
(daily)
Programmatic & paid social
Programmatic
paid social

100. Video / Clickable content / reach
Drive higher ad recall rates
Video Views
Website
conversions
Brand awareness
Keywords
Adult / Adulting
Life changing
Ex. graduation
Social objectives
conversions

101. Retargeting
After gathering performance metrics and consumer insights ,
our team will Retarget consumers
most likely to purchase.
Consumer
receives ad
Goes to website Consumer receives
specialized message
Dynamic Creative banner ads
(consumer leaves website)

102. Display
digital
OUTDOOR
PAIDSOCIAL
TV
CONTINUOUS
PULSING
CONTINUOUS
FLIGHTING
MEDIA PLAN SCHEDULING
JAN. Feb. Mar. Apr. may Jun. Jul. Aug. Sep. Oct. NOV. Dec.
partnerships FLIGHTING

103. Execution timeline
JAN. Feb. Mar. Apr. may Jun. Jul. Aug. Sep. Oct. NOV. Dec.
Google Street View
Paid social: Instagram I Facebook I Twitter I YouTube
Organic content
Digital Display
Billboards I transit
Buzzfeed PartnershipSnapchat partnershipprint Elite daily partnership

104. Show (save) me the money
digital display
Paid social
TV
Partnerships
print
OOH
production
Contingency budget
Google BuzzFeed Snapchat
Transit billboard
1,000,000
1,000,000
1,000,000
2,500,000
1,000,000
500,000
2,5000,000
500,000
$
$10,000,000
+
=

105. Measurement / ROI$

106. sales
Launch surveys to track
awareness
Compare sales
Measure foot traffic
Measurement / ROI$
digital social
optimize budget spend in
real time.
“Conversion”
Clicks, downloads,
purchases, etc.
"Engagement”
Follows / likes / re
Ÿtweets/ shares /
Favorites

107. Increase subscriptions
Establish a connection with demographic
Target to Develop an affinity towards
MetroPCS
recap
Fully integrated
marketing campaign
that’s measurable and
brand focused
Highly targeted Tone of
voice, content, and
experience with our ads
separate from the category
Our content is
relevant to the
mindset of our
audience and
trends in culture
1 2 3
1
2
3

108. DARE TO CHOOSE.
[US]

109. THANK YOU