The first UK network to merge elements of both pre- and post-pay, Mix-It has been available since July but this is the first time T-Mobile has backed it with marketing.
The product will now be the focus of a major campaign to attract consumers in the crucial final quarter of the year.
Mix-It targets consumers who demand the control afforded by pay-as-you-go packages but appreciate the better value of monthly price plans. T-Mobile has identified a prime audience as parents who want to control the costs of their children's mobile use.
The campaign includes a 30-second spot in which giant 3D signs, such as 'Better go ... no credits' and 'No nasty bill surprises - ever', glide through various urban street scenes. As they traverse the screen, all the 'E's in the phrases turn into pound signs.
The ad is set to the track Motorcycle Emptiness by the Manic Street Preachers, and will be supported by outdoor, press and online executions.
One Channel 4 spot broke on Tuesday to herald the launch of the campaign, but the activity broke in earnest yesterday (Wednesday). The ads have been created by Saatchi & Saatchi, with media planned and bought by Universal McCann.
T-Mobile's head of marketing communication, David Grint, said: "Mix-It will be a stepping stone for some pay-as-you-go consumers to convert to contracts, while for others it will be as far as they want to go toward being a billed customer."
Customers on the Mix-It tariff are signed up to one of T-Mobile's monthly price plans. Once they go over their monthly call allowance or wish to use any additional services, they can top up their requirements with pay-as-you-go vouchers, but at the cheaper contract tariff rates.
Grint added that T-Mobile would also explore ways of exploiting the Mix-It name with its music marketing activity, which includes sponsorship of the current Rolling Stones global tour.
A former BBC marketer, Grint joined the network in May, replacing Philip Mehl, who was promoted to its international arm as head of brand and communication.
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