Immediate reaction to the iPhone / Verizon announcement
Perhaps one of the most important lessons weâ€™ve learned from the iPhone / Verizon announcement was to always stay a step ahead of the game.Â You need to be always anticipating your competitorsâ€™ moves.Â Then, figure out how to stay ahead of them.Â For example, AT&T anticipated that Verizon will be getting the iPhone.Â Thereafter, a series of actions was taken to slow down / stop people moving from AT&T to Verizon.Â T-Mobile anticipated the announcement and produced a commercial to have ready the moment the announcement was made.Â Check this out:
This smartly made ad quickly discredited both networks the iPhone would be on.Â The ad clearly communicated T-Mobileâ€™s point of differentiation â€“ itâ€™s 4G network.Â Here is the marketing copy that went along with the ad on TMobileâ€™s YouTube channel:
â€œHere’s a sneak peek at T-Mobile’s latest ad. T-Mobile offers the total package: great smartphones, a blazing fast 4G network with rich experiences at unbeatable prices. There’s no fun in having a great device if it is running on a slow network. Step up to Nationwide 4G! Check coverage at http://t-mobile-coverage.t-mobile.com/.â€
I donâ€™t believe actual on-air rotation has started yet for this commercial.Â After all, our media planning and buying processes are not quite this flexible.Â However, having this ad already available online speaks to T-Mobileâ€™s foresight.Â After all, this ad wasnâ€™t made overnight.Â (If it was, Iâ€™m even more impressed.Â Scripting it.Â Shooting it.Â Editing it.Â Yeah, not overnight.)Â Iâ€™m sure this ad will be hitting the air soon enough.Â In the meantime, itâ€™s getting viral airtime on YouTube and through blogs such as this one.
Sidenote:Â This series of T-Mobile ads areÂ parodiesÂ of the old Apple ads, argued Daring Fire’sÂ John Grubber.Â In those ads, Mac was the attractive option compared to the old and ancient PC. Â In the T-Mobile ads, the iPhone itself is attractive, but the networks are far less so… This keeps the options open for T-Mobile to put the attractive guy (iPhone) and the attractive girl (T-Mobile network) together down the road. Â Another example of a forward looking play by T-Mobile.
Hereâ€™s a blast from the past: Â 15 Apple ads.
Apple Commercials http://www.youtube.com/watch?v=VCL5UgxtoLs
- Will AT&T’s business go with the iPhone? (curiousmarketeer.com)
- T-Mobile Wastes No Time Taking A Shot At iPhone On Verizon (And AT&T) (techcrunch.com)
- AT&T and Verizon are the same bag of 3G hurt for iPhone owners, says T-Mobile (video) (engadget.com)