T-Mobile – Unlimited everything

Unlimited data. Unlimited minutes. Unlimited everything for just €35,-. A game changer. With this genuine disruptive data plan, T-Mobile set out to concur the Netherlands and change consumer behavior. Why restrict yourself and limit your data usage when you can have it all?

With an agile comms and creative model that focuses on contextual relevancy and instant recognition, Anomaly Amsterdam unleashed the Unlimited campaign to the public. We’ve broken up our campaign into three phases:

  • disrupt: where we hijacked the audience’s attention with our Unlimited message
  • own: where we solidified our ownership of the Unlimited proposition
  • deepen: where we built our engagement with the audience by tapping into their passion points


As a editorial specialist, I’ve:

  • Created a cultural calendar with contextually relevant moments that led to creative content development
  • Briefed media agencies on contextually relevant targeting of online (banners, social media ads, pre-rolls) and offline (OOH, DOOH, stills, TV & radio) media placements
  • Supported the Analytics Director with data analysis
  • Led biweekly editorial meetings where we aligned on planning and strategy with client and media agencies
  • Supported the Comms planning director with setting up multiple content partnerships

Client: Anomaly



You may also like...