Thanks to a special negotiation with the network, we took advantage of an opening and closing sponsorship opportunity and placed one 15 second spot at the beginning and one right at the end of one of the most impactful novella. The capsules showed entertaining situations by which women could miss an episode due to bizarre circumstances. And then we told them they can watch the recap right away in their phones by going to T-Mobile’s exclusive website.In addition, to make it even more impactful, we worked with the network to do something that was never done before: start the episode within our commercials.

Reaching almost 10 million people, when the integrations aired, the visits to T-Mobile’s exclusive site increased an average of 42%.

This piece was part of a campaign that helped T-Mobile close the gap in consideration with top competitor, Verizon, by more than 50% among Total Hispanics.Additionally, brand perceptions among the core target (Females, Lower and Mid acculturated Hispanics) became significantly stronger, compared to General Market:- Offers leading edge products and services (58% core target vs. 34% in General Market)- Is a company I can count on (56% vs 39%)- Is a carrier that puts its customers first (53% vs 33%)- Is a company that does things differently (51% vs 34%)