T-Mobile – Unlimited everything

Unlimited data. Unlimited minutes. Unlimited everything for just €35. A game changer.

With this disruptive new plan, T-Mobile set out to conquer the Netherlands and transform the way people used mobile data. Because why hold back when you can have it all?

Anomaly Amsterdam launched the Unlimited campaign with an agile communications and creative model built around contextual relevance and instant recognition. The campaign unfolded in three phases:

• Disrupt: Capture the audience’s attention with the Unlimited message
• Own: Establish T-Mobile’s ownership of the Unlimited proposition
• Deepen: Build engagement by connecting Unlimited to the audience’s passion points

As Editorial Specialist, I:

• Created a cultural calendar that identified contextually relevant moments and inspired creative content development
• Briefed media agencies on contextual targeting across online channels – including display, social and pre-roll – and offline placements such as OOH, DOOH, print, TV and radio
• Supported the Analytics Director with campaign data analysis
• Led biweekly editorial meetings to align the client and media agencies on planning and strategy
• Supported the Comms Planning Director in developing multiple content partnerships

Client: Anomaly