T-Mobile is advertising its new price plan offering, MyFaves, which gives customers unlimited texts and minutes to a group of five people for a monthly tariff.
Phil Barden, director of consumer business at T-Mobile UK, said: "The average customer uses over 60% of all minutes calling an inner circle of five people and so we're basing these tariffs on people rather than texts or minutes."
T-Mobile is running ads across TV, cinema, outdoor, online and in-store through media agency MediaCom and creative agency Saatchi & Saatchi in a bid to raise its profile in the run-up to Christmas.
Saatchi Interactive, the digital arm of the ad agency, has designed a campaign site for T-Mobile.
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