While consumers have been quick to adopt, businesses aren’t taking advantage of what 5G has to offer. Convinced by legacy carriers that 5G is a future state, they see it as something that’s just around the corner, not technology that’s available to improve their businesses today. The reality is that 5G is here, now. And as the leader in 5G, T-Mobile for Business is uniquely positioned to get enterprises on board.
For this campaign, we set out to capitalize on the “I want it now” mentality of the C-suite by taking a catchy, beloved song and using it to tie together the 5G wants and needs of industries with T-Mobile’s ability to deliver, today. The result? An earworm that you can’t stop humming and that won’t let you forget—if you want 5G that’s ready right now, there’s only one carrier that can deliver: T-Mobile for Business.
With an instrumental version of our hero track as a base, companion spots were created utilizing characters from the launch film to deliver hard-working messages around T-Mobile’s unique offerings—always reminding businesses that T-Mobile has the network and support they need, ready right now.
In addition to developing integrated campaigns for Enterprise, Small Business, and Public Sector, as T-Mobile for Business’ AOR, we wrote the book on their brand guidelines. Literally, we wrote the book.