T-Mobile Advertising Solutions
Rideshare Media campaign
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Rideshare Media meets the advertising industry.
After acquiring Octopus Interactive, a service that places high-definition screens in Ubers and Lyfts, T-Mobile Advertising Solutions needed to:
Rebrand the offering—infusing the T-Mobile Un-carrier spirit
Introduce this relatively new channel to the advertising marketplace—a mix of savvy media buyers and brand marketers
Communicate the business value—new ways to reach and engage valuable audiences
I led the team in creative concepting, identifying three conceptual “ways in” in partnership with strategy: Channel novelty, audience value (18-34, the most sought-after segment), and ad content quality.
The work included:
Concept manifesto statements
Primary powerlines
Ad like object explorations
Getting to the concept
Powerline, visuals, and ad unit production
After selling through our concept (the channel focus), we got to work producing the campaign. I developed and sold through the primary line “Cover new ground with Rideshare Media” and worked closely with my ACD design partner to narrow in on visuals that paired well with our primary and secondary campaign language.
