T-Mobile Home Internet

Raising consideration with the strategy, ‘nobody talks about second fastest’

While T-Mobile is well primed to win over value seekers, price alone is not enough to win over cable customers who are not yet considering fixed wireless internet providers.

To drive more sign-ups, we need to add a new tool for us, our winning 5G Home Internet speeds – T-Mobile has the Fastest Wireless Home Internet. We knew our audience wants speed: 75% of internet customers agree that the fastest speeds are most important quality when shopping for home internet. They want easy downloading, streaming, video calling.

Capitalizing on the excitement around the Winter Olympics, the creative strategy centered around ‘nobody talks about second fastest’ and the hero spot featured speed skating.