T-Mobile invest in circulating consumer 'editorial' value to launch Top UP Fridays

Topping up on a Friday with T- Mobile’s longer lasting call times would offer the key youth market better value and extra cash to enjoy the weekend.

The key advertising task was to engage consumers in this low interest activity by taking ‘topping up’ your mobile from functional to funky.

Mediacom responded with a multi-platform advertorial solution, reflecting the sociability and abundance required to make the most of the weekend.

On and off-line magazines were at the core, broadcasting the message in credible environments and allowing the development of bespoke content, delivered fast – all pushing customers toward a central online hub.

They even developed a unique cost per engagement model.