While AT&T and Verizon are duking it out for customers, T-Mobile jumps into the fight to give consumers yet another option. Calling itself, the “un-carrier,” the telecommunications company is looking to persuade diehard Verizon fans to switch to their service with this tempting offer: try the T-mobile network risk free BEFORE switching.
The #neversettle trial offer started in the middle of May and will extend until June 27th allowing Verizon customers to port their numbers to the T-Mobile network for 14 days. If trialers like their experience, T-mobile will pay for their early terminations fees sanctioned by Verizon (that’s up to $650.00!). Even, if they decide not to go with T-mobile, T-mobile will pay any Verizon re-activation charges.
The average consumer can be set adrift by any ad campaign that keys into their instinctual needs and desires (read: I need cheap phone service). But, when you throw in benefit-rich, emotionally-driven, value-compatible messaging (read: We’ll take care of you and give you the freedom you desire, we’re the “un-carrier”), even the savviest technophile may start to consider alternative options.
What’s of more interest is T-mobile’s use of the same hashtag that Verizon featured in their commericals: #Neversettle. Hashtags aren’t trademarked or reserved in any way (at least not yet) and they are an easy way to catalogue all of the conversations that are happening and content that’s being created surrounding the topic. What’s more, T-Mobile has turned the #neversettle hashtag on it’s head to include #NeversettleforVerizon.
What’s great about America is that our advertisements are far less regulated that other countries. You’d never get away with directly challenging the competition in other countries’ campaigns.
See the #Neversettleforverzion ad here:
Will you give T-Mobile a try this month? I probably won’t, but, I do applaud them on their savvy campaign execution.