Mint Mobile is an American telecommunications company- which sells mobile phone services and operates as an MVNO on T-Mobile’s cellular network in the United States. The company has garnered numerous awards including “Most Disruptive MVNO” in 2017 and 2018.
The goal was to break through the category clutter and position Mint Mobile as the true direct-to-consumer disruptor brand. Not an easy task, considering the telecom sector is one of the most competitive categories with three brands among the top 20 national advertisers, and two of the top four, in terms of media spend.
The creative execution “Chunky Style Milk” called out “Big Wireless” for their overpriced monthly plans in a humorous, and memorable way with the tagline of “That’s not Right.”
As a challenger brand we took a different approach than most. Instead of small guerrilla marketing tactics we went big and bold, recommending the Super Bowl as a centerpiece to build a cross-channel and multi-screen media plan.
By utilizing Ocean Media’s cross-channel media planning tools, we had a clear path to the media consumption habits of Mint Mobile’s target audiences for the next phase of the campaign.
To combat competitive spending, we focused a heavier media presence in the few days right after the Super Bowl. Then we ramped down spending through the month as we optimized tactics to driving the most efficient traffic and orders.
