Launching T-Mobile’s
Full Monty

⛈ Legacy mobile network stagnated at #4 market share and struggled to gain or retain customers in the premium segment.

✅ Developed the first and market leading Unlimited Data proposition in response to the growing appeal of smartphones to users who feared data bill shock.

✅ Developed a strong go to market platform around the “Full Monty” proposition name to create a stir among the tech and consumer media.

🎯 The Full Monty was T-Mobile’s and EE’s strongest launch, instantly promoting T-Mobile from last to first in premium segment.