T-Mobile to launch rebranding with £20m ad campaign

Ravi Chandiramani,

March 13, 2002

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T-Mobile to launch rebranding with £20m ad campaign

LONDON - T-Mobile is to launch its first brand advertising campaign under the global tagline 'Get More' as the Deutsche Telekom mobile brand attempts to migrate users of various national brands to the single identity.

A two-month TV and outdoor assault, worth £20m, will break on Monday, March 18.

It marks a significant shift in the UK from the 'Who would you like to have a One 2 One with?' branding to convey how users can 'Get More' from their phones as new technology develops.

T-Mobile will be the new brand name for all Deutsche Telekom's mobile businesses. These are T-Mobil in Germany, MaxMobil in Austria, RadioMobil in the Czech Republic, VoiceStream in the US and One 2 One in the UK. The global campaign, by Saatchi & Saatchi, will run in all these territories. It has been tailored by Bartle Bogle Hegarty for the UK.

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Marketing