T-Mobile wanted to launch a new, entirely unique product to the mobile phone market. Bigger than a new offer or a new way to pay, U-Fix lets consumers fix their monthly bill, thereby removing their biggest source of dissatisfaction - bill shock and the unpredictability of their mobile bill.

Creatively, this idea was expressed as, “with U-Fix you set your monthly bill so you always know what’s coming.”Dramatising the joy of predictability, our integrated campaign brought our core idea to life for our target of 18-24 year-olds in TV, outdoor, press, print, online, viral, and ambient bar media and promotion.

The campaign was launched on April 1 with the first TV execution, ‘Girl’, and the poster campaign at relevant super-sites (for example, the ‘Speed Camera’ poster was placed at a giant site beside the M6 motorway). This was then followed with a second TV execution, ‘Boy’, together with national press, poster and online. The viral ‘Age Transformation’ tool was distributed via a targeted list. The final part of the campaign involved taking over 300 UK bars with a whole range of executions relevant to the media, as well as an in-bar promo.