We looked beyond standard print pieces to develop a unique, eye-catching execution that was as bold as the new initiative; connecting Advertising and Retail right at the front door. We invited customers to “SHRED YOUR 2-YEAR SERVICE CONTRACT” with a giant dimensional “contract” — which was literally shredded — that hung outside selected

T-Mobile stores. The copy of the contract was a sarcastic jab at the other carriers with statements like, “I also agree that I will like it, a lot, when the company charges me overages with no explanation.”

This clearly and strongly set T-Mobile apart from the competition and made a bold statement against restrictive wireless contracts. Not only was this effort helpful in reducing churn by 44%, it also contributed to the biggest month in T-Mobile history — 2.75 million new users, and helped start a business trend that’s led to T-Mobile being America’s fastest-growing wireless company.