T-Mobile Advertising Solutions
Cannes Lions 2022 communications and brand campaign
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Introducing an adtech brand to the people who know everything about advertising…while launching a totally unique, very new data offering in a boozy beachfront cabana.
Cannes Lions Festival of Creativity
Building a journey
Pre-event comms focused on brand awareness, cabana activations, and speaker series registrations. The event came at a critical time for T-Mobile Advertising Solutions—about 2 weeks before the festival, they concluded a rebrand of their advertising business (from Marketing Solutions to Advertising Solutions). After lackluster 2021 creative and PR, we had an opportunity to reset market perception. We needed to quickly establish their new brand voice in the context of advertising’s most talked about event: Cannes Lions.
Working with the client, UX designers, and designers, I led the effort to shape the experience from invitation through webpage registration and post-event messaging.
Results:
Full cabana for speaker series events
$10M deal closed post-conference
A brand campaign in parallel
In parallel with event communications, the creative team was charged with developing a brand campaign and powerline to officially launch our client’s data offering—mobility data, or app engagement behavior data. Mobility data shows how users interact with the apps on their phones: Downloads, plus how often people open and engage with their apps. TL;DR how we use our apps says A LOT about what we like and who we are.
I worked with an ACD designer to develop the concept below (left; the writeup). The center of gravity was that our apps indicate something deeper than we could ever succinctly express about ourselves—they’re our routines, hobbies, top priorities, and chosen communities. Without accessing a single piece of identifying information, advertisers can find out so much about a group of people—and target them more effectively. Together, we developed the visual “app window” mechanism into personas and in partnership with the client, we eventually landed on the line “Apps speak louder than words” to communicate value of these unique audience insights.
