17
Apr
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After the infamous attempted AT&T acquisition of T-Mobile (also known as the biggest failure in telecom in 2011), the latter has apparently been working on restoring its image in the eyes of consumers with a complete brand re-launch, due this fall. The first step - a new Carly. We know the old Carly in a magenta dress showing off her long legs, but the new Carly is going to turn into this bad-ass Ducati rider. Alter ego and all that jazz. Here, check it out:

I think the new direction is great - Carly in leather biker gear zooming down the streets of Magenta Town has "speed" written all over it (if you can call HSPA+ "speed" nowadays). What's not so great is this new Test Drive site they're advertising and pushing all over the place. I don't know about you, but this confuses the crap out of me:

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That's it - just a whole lot of void and the words America's Largest 4G Network in the middle. You can't click it, nothing happens if you wait - this is it. To add insult to injury, the url actually mentions all of their major competitors by name: http://explore.t-mobile.com/verizon-att-sprint. What?..

Who decided this was a good idea, T-Mo? We love you, as the underdog, but you're not going to be recruiting many folks with giant empty sites. Good commercial, though.

Update: The full Test Drive site went live a few hours later. Much better. In the future, it'd be a good idea if the site launched first followed by the video, or at least simultaneously:

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T-Mobile’s “Alter Ego”

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By: Peter DeLuca, T-Mobile senior vice president, brand, advertising and communications

Today, T-Mobile unveiled a new ad campaign that reveals another side of our popular brand ambassador, Carly. Carly has been a popular and highly recognizable spokesperson that personifies the T-Mobile brand, and was even voted one of 2011’s “best dressed” for her custom designed magenta frocks. With this new ad, there is a distinctive departure from our existing campaign. Her magenta summer dresses are replaced by motorcycle leathers and a 1000 cc Ducati superbike, which symbolizes the speed and capabilities of our 4G network.

Entitled “Alter Ego,” the ad is a metaphor for what T-Mobile is all about – challenging the status quo and taking bold steps in the marketplace as a challenger brand. The makeover from the girl-next-door to an edgier, more tech-savvy and spirited Carly is synonymous with the evolution of the T-Mobile brand as we continue to push the envelope with device and service innovation to deliver amazing 4G experiences at an affordable price.

This is the first in a series of ads that you’ll see over the next few months leading up to our brand re-launch this Fall. You can check it out here on YouTube …and, T-Mobile customers, feel free to watch it on the small screen over our 4G network.

Consumers can also check out our competitive 4G experience first-hand by visiting a new T-Mobile Test Drive. The Test Drive site lets consumers check out our amazing 4G experiences by comparing the speeds head-to-head with competitors against one of the latest 4G devices running on our network, whether it’s downloading an app or streaming a movie.

Enjoy!

Source: T-Mobile

Artem Russakovskii
Artem is a die-hard Android fan, passionate tech blogger, obsessive-compulsive editor, bug hunting programmer, and the founder of Android Police.
Most of the time, you will find Artem either hacking away at code or thinking of the next 15 blog posts.

  • http://twitter.com/Bazar6 B Azar

    I like the new direction! I don't know how anyone will fall for it, with VZW and ATT, even Sprint, having LTE markets. I think they should be investing in an LTE network instead of a rebrand campaign

    • storm14k

      Think they still need to rebrand as well. Seems many folks think of them as a kids network. Don't know if it was the Sidekick that did it or what but the Magenta and the look of their stores doesn't help. Just doesn't feel like you're walking into a place of serious business to take care of your mobile computing.

      • Adammontas

        i can tell you that it wasnt the sidekick it was design and att ruine them until merger stop because government got involve. Now t-mobile is independent.

      • Freak4Dell

         The color is no worse than Sprint's yellow, IMO.

  • Lexster

    Well, I'm fine with the change as long as it means they're getting away from the stupid I'm a Mac/I'm a PC rip-off ads. I'm so ready for those to die at this point.

  • http://www.facebook.com/kam.w.siu Kam Siu

    t-mobile really need to step it up this year! i really hate what the ATT merger did to t-mobile. 

    • ProductFRED

      You mean earn them billions of dollars? 

      • http://meatcastle.com/ bwbloom

        Yeah, but they just blew it all on a horrible ad campaign.

        • Rudy Belova

           That didn't cost 6 billion to make. Lmao! A college student with a camera, a hot girlfriend and a motorcycle could have done the same thing!

        • http://twitter.com/anjiecai anjiecai

          challenge accepted

      • Humphriest1

        Ummm hope you know it didn't earn "T-mobile" billions. it earned Deutsche Telekom billions.

  • Southsidexz

    It says "COMING SOON"

  • http://twitter.com/japborst Jelmer Borst

    it says 'coming soon' on mine though...

  • Jeremy Powers

    The page in the screenshot above has changed a bit, it now shows coming soon under the text

    • http://www.androidpolice.com/ Artem Russakovskii

      Maybe they saw this post :)

    • Seth Daniel

      Now I see "Test Drive" above as well as the "Coming Soon" below.

  • Mynameisj

    they just added "coming soon" to their empty site

  • http://twitter.com/jbradhicks Brad Hicks

    The Girl with the Dragon Processor?

  • http://twitter.com/jbradhicks Brad Hicks

    After watching the ad again, I have to say: I don't want her phone. I want her apartment!

  • http://codytoombs.wordpress.com/ Cody Toombs

    Two thoughts...first, wtf is Carly?  How have I missed that branding?  I've seen a fair number of T-Mo commercials over the years and I have NEVER seen her or even the concept.  And...If the opening of the commercial hints at what the old style was like, I think they should have rebranded ages ago, because that would have been a fat #fail in my book.

    Second...I like the style they are trying for, but I don't think they should ever air this on TV (if that's their plan).  This should remain an internet-only ad, possibly this entire campaign should remain internet only.  Playing the 'Dark Horse' card will not work as a 30 second spot between laundry detergent and a teaser for the next episode of Castle, but it plays well from a browser.  Truthfully, I think they should call up HTC's marketing department and try to work together to put together some commercials more in line with what was done with the Rezound (music track by Machinegun Kelly) and some slick effects.  They've got to raise the bar to entice customers to put the next 2 years of their lives in the hands of T-Mobile.

    • http://www.androidpolice.com/ Artem Russakovskii

      What??? How did you miss her - she's in every T-Mo commercial ever since CZJ stopped being their face.

      Edit: I see your edit now.

  • http://twitter.com/rmandtech rmandtech

    It just went live.

    • Rudy Belova

       The webpage is in spanish for me. WTF?

  • http://profiles.google.com/danielm.nc Daniel Marcus

    vs. Verizon? I'm pretty happy with VZW's service...

  • Sootie

    They have rather ruined the duke painting it pink...

  • Guest

    LOLOLOL in there comparsion video's for T-mobile they use the samsung galaxy 2 and for the other phone company get the I phone 4s. why couldn't they use apples to apples then apples to oranges.

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