‘Are You With Us?’ is an invitation to join the only wireless company that truly loves their customers and puts them first.

The idea came to life through an anthemic magenta parade, set in New Orleans. This parade features a variety of people - young and old, with different beliefs and backgrounds - joining the T-Mobile experience. The parade is set to a unique musical composition, taking the song “Live in the Moment” and recreating it in a classic New Orleans style, featuring a second-line band, marching band, real-life choir and our customers themselves.

Through ‘Are You With Us?’, we wanted to relaunch T-Mobile’s brand in a fresh way, during one of the largest shared viewing moments of the year - the Oscars. ‘Parade’ was placed on premium channels and prime programming, as well as late night inventory including Jimmy Fallon and Jimmy Kimmel. The airing of the spot rotated between the :60s and the :30s for two weeks before transitioning to the :30s for the last two weeks of the flight. We ensured scale against prospects by layering the spot on addressable TV, too. The spot aired on Online Video, via our Pandora partnerships and targeted digital video to extend reach beyond TV

In total, there were over 120M impressions across TV, addressable TV and digital video of ‘The Parade.' Through broadcasting, the reach was 68% and 87,394,200 impressions. Comcast allowed us to reach non T-Mobile customers and the reach was 52% with 16,690,301 impressions, on average played 9 times weekly. Lastly, digital video yielded a 85% completion rate and 17,218,337 impressions through partners such as Pandora, Fox and Programmatic Video.

While the song first appeared on the Alternative Billboard charts in January, it’s peak position at #1 on the Billboard Alternative Songs chart came on March 31st, three weeks after the T-Mobile commercial launch. The jump recorded the 150% increase in digital streams and sales post 'The Parade' launch. "Live in the Moment" remained on the Alternative Songs chart for 24 weeks, through the duration of the campaign. Just weeks after this peak, the band was nominated for three Billboard Music Awards.