T-Mobile with Druski

Campaign strategy to build awareness for T-Mobile’s new ‘Switch in 15 Minutes’ initiative

During a time of increasing attack ads, T-Mobile needed to show that ‘It’s better over here.’

Research showed that our audience’s barrier to switching is beyond logistical, it’s also psychological. People think change is supposed to be hard. Anything worth having takes work, time, and sacrifice. When something as complicated and daunting as switching carriers claims to be quick and easy, it triggers skepticism. The perceived effort to switch feels too complicated to start, and there are no guarantees that it’s worth it.

This led to building a campaign around the creative strategy ‘switching has never been less serious’ to tout T-Mobile benefits and showcase the speed of a 15-minute switch. The campaign used Druski as key messenger, someone who knows a thing about comedy and aligns with the growing Gen Z audience.