T-Mobile USA is bringing back actress Catherine Zeta-Jones as its spokeswoman in conjunction with a new advertising campaign aimed at letting customers compare the cost of wireless services (and reinforcing T-Mobile's value proposition).
The campaign is based around the idea that most consumers do not know that they are paying too much for wireless service, and directs them to BillShrink.com to compare cell plans and look for better value options. Denny Marie Post, T-Mobile's marketing chief, said the new campaign signalled a shift in strategy for the nation's fourth largest wireless carrier.
"We have not had a cohesive or a singular value message out there since we left the 'Get More' campaign," she said, adding that while the carrier would highlight its value to customers, that would not be its exclusive focus. T-Mobile will also emphasize coverage and service.
Zeta-Jones, who was T-Mobile's spokeswoman during the "Get More" campaign, returns for T-Mobile in a TV spot that will begin airing tonight. The carrier and the Oscar-winning actress parted ways in the fall of 2006.
In the first quarter, T-Mobile USA reported that it had just 415,000 net subscriber additions, down from 981,000 in the year-ago quarter and 621,000 in the fourth quarter of 2008.
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