Powering small town rural markets with 5G coverage

Challenge

T-Mobile expanded their 5G network to include small towns and rural areas, markets traditionally underserved by high-speed coverage. To effectively reach these consumers, we needed to look beyond the usual approach of national messaging for mass markets, and develop a personal, scalable approach to resonate with customers, increase brand awareness and add credibility to network claims.

Outcome

Through a multi-channel campaign covering over 200 markets, MERGE delivered relevant, localized messaging announcing the arrival of T-Mobile 5G to communities in small town and rural areas. Using insights to resonate with local audiences on a personal level, this geo-targeted approach allowed customization of localized county or city names in out-of-home, radio and digital display.

A customized workflow process allowed seamless integration with T-Mobile's in-house creative team, and cloud-based documentation allowed for real-time updates and project management—leading to a successful launch across key rural areas as America's #2 Carrier continues to lead the way in 5G technology.

Results