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.
Mint Mobile
Industry
Telecommunications
Calling Out Big Wireless by saying “That’s Not Right”
Services Provided
- Mix Media Modeling
- Attribution Analysis
- Cross Channel Media Planning and Buying
- On-demand Performance Dashboard
01 Challenges
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.”
02Approach
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.
What we did
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.
- Cable and Broadcast provided high profile opportunities in Primetime Dramas and Sports.
- Streaming video extended reach to a younger audience.