T-Mobile needed to understand how multiple campaigns were working by each element as well as impacting on the brand. View the case study presented at the MRS Online Methods Conference in 2011.

1. Mobile Research - Stepping Ahead
Simon Wainwright Fiona Blades
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Senior Insight Manager, EE everywhere
Chief Experience Officer – MESH

2. T-Mobile Milestones…from the early days of One2One first
for Picture Messaging & SMS, before becoming T-Mobile
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3. Through to the launch of Data, Flext, Network
sharing with 3, Android and the JV with Orange…
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4. Brand Tracking at T-Mobile followed a traditional
route pre 2010…
Objective: Understand Brand Health and the impact from Comms
Pre 2009: Brand & Ad Tracking combined
2009+: Removed Ad Tracking,
Track Brand Health only
(But Ads still pre-tested)
But issues with linking the two:
•TV Over-claim
•The assumption that nothing else drives Brand Health
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5. And every month felt like information overload…
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6. Leaving us with tough decisions to make each month…
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7. KPI setting & measurement = too many cooks…
Which customers
• New or Existing?
• Which market
• PAYM or PAYG?
• Which Metric
• & How often?
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8. In 2010 we set Quarterly objectives…
TWO lead measures ONLY
• Brand Consideration
• VFM
Use relative position vs. the market
• Challenger position means we
need to keep track of the market
• Accounts for Market Dynamics:
Not ATL, you’re forgotten
Business focussed on these
• We needed to understand how
best to monitor these and provide
clear direction on performance
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9. Hence a new approach was required for how we
bridge the gap between Brand Health & Comms
Our Challenges:
1. Equip us with richer insights to
help us understand campaign
impacts and actions to take
2. Help us understand campaign
cut-through & wear-out by
media
3. Provide a measure of emotional
and functional performance for
our communications
• Demonstrate the impact on
brand health
Over-arching:
Stop the reactive fire-fighting we’ve adopted when following traditional brand tracking
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10. Brand Tracking at T-Mobile has evolved…
Objective: Understand Brand Health and the impact from Comms
Pre 2009: Brand & Ad Tracking combined
2009+: Removed Ad Tracking,
Track Brand Health only
(But Ads still pre-tested)
2010+: Brand Health Tracking
Separate Pre-Testing
Experience Tracking - 360 campaign evaluation
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11. Introducing Experience Tracking
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12. The Experience Tracking Approach
Legacy Brand Health Current Brand Experience Future Brand Direction
Participants complete a Legacy Brand
Experience tracking
Traditional
Participants text the brands Every other day After 7 days of texting and a final visit to the
Health questionnaire in advance of
starting the real-time texting process.
This contains the usual tracking
Tracking starts
and experiences they
come across during their
stops here…
week in field. We agree the
participants are required
to visit their SMS diary
to embellish the
diary participants complete a Future Brand
Direction questionnaire before exiting the
survey. This is a good place to look into
measures plus other metrics. brand and experiences experiences they have specific ad recall and diagnostics in more
together.
here… already texted about. detail.
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13. Texting framework
BRAND: OCCASION: FEELING: CHOICE:
a) 3 Mobile a) TV 5) Very positive 5) Much more likely to choose
b) O2 b) Poster/Billboard 4) Fairly positive 4) Slightly more likely to choose
c) Orange c) Radio 3) Neutral 3) No change
Text us whenever you see, hear
d) Tesco
e) T-Mobile
d) Conversation
e) Cinema
2) Fairly negative
1) Very negative
2) Slightly less likely to choose
1) Much less likely to choose
f) Virgin f) Newspaper
or experience anything to do
g) Vodafone g) Magazine
h) In Store
with the following mobile
i) At an event
j) Online
network providers…
k) SMS
l) Mail/Leaflet
m) Call centre
n) Shop window
o) Other
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14. The participant receives…
NETWORK_PROVIDER: A) 3-
Mobile B) O2 C) Orange D)
Tesco Mobile E) T Mobile F)
Virgin Mobile G) Vodafone
H) Other OCCASION: A) TV B)
Poster/billboard C) Radio D)
Conversation E) Cinema F)
Newspaper G) Magazine
H) In store I) At an event J)
Online K) SMS L) Mail/leaf. M)
Call centre N) Shop window O)
Other FEELING: 5)Very positive,
4)Fairly positive, 3)Neutral,
2)Fairly negative, 1)Very
Negative. CHOICE: 5)Much more
likely, 4)Slightly more likely, 3)No
difference, 2)Slightly less likely
1)Much less likely
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15. The participant experiences…
T-Mobile, Newspaper, Very Positive, Much more likely to choose next time
BRAND: OCCASION: FEELING: CHOICE:
a) 3 Mobile a) TV 5) Very positive 5) Much more likely to choose
b) O2 b) Poster/Billboard 4) Fairly positive 4) Slightly more likely to choose
c) Orange c) Radio 3) Neutral 3) No change
d) Tesco d) Conversation 2) Fairly negative 2) Slightly less likely to choose
e) T-Mobile e) Cinema 1) Very negative 1) Much less likely to choose
f) Virgin f) Newspaper
g) Vodafone g) Magazine
h) In Store
i) At an event e f 55
j) Online
k) SMS
l) Mail/Leaflet
m) Call centre
n) Shop window
o) Other
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16. And complete their diary
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17. Challenge 1:
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Provide richer insights to help useverywhere
take decisions

18. At the end of 2009 and the start of 2010 we experienced a
decline in Consideration for Pay-Monthly…
And we very quickly needed to understand if this was going to worsen or
be turned around by the forthcoming campaign…
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19. MESH data showed key brand health metrics ALL shifting
positively as a result of the February activity.
T-Mobile Feb.10 Statements
Future Brand Direction Shift Is a brand that I
534
would be proud to
Brand Consideration (T2B) use
+6%
A brand I trust more
Emotional connection(T2B) than others
+6%
Has the latest
Momentum (T2B) handsets
+3%
Has competitive
Quality (T3B) prices
+5%
Is better value for
money than others
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= Significant POSITIVE shift in metric score everywhere

20. This was driven by the new Smartphones for Everyone
campaign launched in Mid Feb
“Seen on Five player online. The advert
with the geese again, the 2nd time
I've seen this. Made more sense seeing
it a second time, and good that they
are making smart phones
available to everyone. The advert
makes sense now.”
T-Mobile, TV, Ad from network provider, Fairly
Positive, Slightly more likely to choose
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21. Experience Tracking convinced us our performance was likely
to recover…
Uplift in Consideration for PM was the strongest we have
seen in over a year…
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22. Challenge 2:
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Understand Wear-out & Cut through by media
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23. Engagement levels with T-Mobile TV drop significantly by April
Comparative Performance of T-Mobile TV advertising
10%
TV-F
Choice T2B - Average (%)
0%
TV-D
-10%
TV-A
-20%
-15% -10% -5% 0% 5% 10%
Positivity T2B - Average (%)
Source ;Current Brand Experience Apr n=191, Feb n=269, Dec n=152
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24. In February we saw that ‘Geese’ made the ad interesting to
watch. Smartphones communication cut through strongly…
Source ;Current Brand Experience (Text Data 197 comments)
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25. By April, people are starting to get fed up with it
Source ;Current Brand Experience (Text Data 191 comments)
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26. Media placement exacerbated wear-out as ad becomes
irritating and people switch off to message
“The 'geese' ad again! It’s not just that it is
a patronising ad in the first place but it is
on such heavy rotation that it rapidly
becomes extremely irritating.”
T-Mobile, TV. Ad from network provider,
Very Negative, Put me off
“A TV ad with geese going through
streets of London. I have seen it far too
often (in the ad breaks during ipl) and so
haven't really listened to the message
it's trying to tell.”
T-Mobile, TV. Ad from network provider,
Fairly Negative, No difference
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27. Whilst TV shows signs of wear-out, Online and Newspaper
become much more engaging and persuasive
Comparative Performance of T-Mobile Touchpoints
20%
Online-A
10%
Choice T2B - Average (%)
Mag-F
TV-F
Magazine-A
0% TV-D
Newspaper-A
Online-D
Poster-F
Poster-A Online-F
-10% Magazine-D
TV-A Newspaper-D
News-F
Poster-D
-20%
-20% -15% -10% -5% 0% 5% 10%
Positivity T2B - Average (%)
Source ;Current Brand Experience (Text Data)
Apr n=328, Feb n=918, Dec n=795
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*Market average has been indexed so that it now equals 0 everywhere

28. Eye-catching colour, good handsets and good
offers are attracting attention in print
Eye-catching, picture
symbolizes that this network is
for ''normal'' people, good
variety of handsets
T-Mobile, Newspaper, Fairly Positive,
Slightly more likely to choose
This advert was in the Sun on
Tuesday and really caught my
attention. I really liked this advert
and the deal on offer and it gave you
a lot of variety which I liked. This ad
would definitely make me consider
them in the future.
T-Mobile, Newspaper, Fairly Positive, Slightly
more likely to choose
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29. The majority of Online experiences for T-Mobile were through
own ads and own website.
It is the content people
find particularly
persuasive
Source ;Current Brand Experience
Base size: 64 texts
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30. As in press, the smartphone ads, particularly Blackberry were
appealing to a range of people
“I was looking at the t-mobile
website at their deals for
smartphone and blackberry. I
found their deals interesting and
their prices competitive. They
offered smartphone/blackberry
which came with minutes. I am
likely to consider their offers.”
T-Mobile, Online. Fairly Positive, Slightly
more likely to choose.
Orange customer “It was advertising the new
blackberry at a good rate”
T-Mobile, Online. Fairly Positive, Slightly Tesco customer
more likely to choose.
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31. Challenge 3: Understand the functional and emotional response to
Welcome Home – is it effective at driving consideration for TMUK?
Engagement levels with T-Mobile
TV drop significantly by April
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32. Pre-Testing gave us some encouraging feedback for
EMOTIONAL CONTENT and FUNCTIONAL TAKE-OUT
100.00
Emotive Power
3min Welcome Home 80.00
60.00
40.00
20.00
30s WH BR TV 20s WH Passenger
Cognitive Power
0.00
-100.00 -80.00 -60.00
20s WH Welcome 0.00
-40.00 -20.00 20.00 40.00 60.00 80.00 100.00
-20.00
30s WH DR TV
-40.00
-60.00
-80.00
-100.00 everything
Base = 150-200 mobile phone owners aged 16-50 per ad
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33. Pre-testing also suggested that BRAND MOMENTUM and
CONSIDERATION were moving in the right direction…
Uplifts vs control (NB small sample sizes) T-Mobile customers Non-TM customers Parents Non-parents
‘On the up’ +14% +17% +16% +16%
‘Stands out from others’ -8% +17% +9% +17%
Consider T-Mobile -11% +9% +7% +3%
Favourable towards TM -10% +6% -6% +9%
And from non-customers
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34. Welcome Home contributes towards T-Mobile’s best-in-
class engagement performance.
Brand Experience Map - Welcome Home (25th October to 26th November)
60
Choice T2B %
55
50
45
40
35
30
25
20
30 35 40 45 50 55 60
Orange O2 Vodafone T Mobile Virgin 3 Tesco Other Positivity T2B %
Significant shifts in Momentum, Quality, Value for Money with high Reach and
good quality experiences.
Source: Current Brand Experience (Text Data) n for Welcome Home (25th Oct to 26th Nov) = 4231 / Market average: 45% (Positivity); 40% (Choice)
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35. Welcome Home’s high profile TV reach is reflected in the channel’s
performance, with indications it translated into positive and persuasive
chatter about T-Mobile
T-Mobile Channel Profile Against Market- Welcome Home
70 (25th October to 26th November)
65 *
Choice T2B %
60
55
50
45
40
*
35
30
35 40 45 50 55 60 65 70 75 80
TV Poster/billboard Conversation Newspaper Magazine Online Shop window
Positivity T2B %
* Low base (20-29)
Source: Current Brand Experience (Text Data) n for Welcome Home (25th Oct to 26th Nov) = 3928/ Market average: 45% (Positivity); 40% (Choice)
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36. As intended, the TV ad is not only engaging but persuasive
too
“Quite possibly the best TV
advert ever. This is the one
set in the airport. It catches
your attention every time.
Fantastic advert by t-mobile.
Seen on Channel 4”
T-Mobile, TV, Ad from network provider,
Consumers, Very positive, Much more
likely to choose
“Tremendous Advert. Had
everything that should tempt
consumers to seek out new deals
with T-Mobile”
T-Mobile, TV, Ad from network provider, Both,
Very positive, Much more likely to choose
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37. And is being spread well virally through YouTube and
Facebook
“Showed the latest t-mobile viral
commercial to my parents who
thought it was incredible”
T-Mobile, Online, Viral Video on Video
Sharing site e.g. You Tube, Very positive,
Much more likely to choose
“T-Mobile Welcome back advert
linked from a friend's facebook page.
I clicked and watched the video
on youtube - good video”
T-Mobile, Online, Viral Video on Video Sharing
site e.g. You Tube, Very positive, Slightly more
likely to choose
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38. Importantly the TV was well received by non-customers and
PAYG
T-Mobile Channel Profile Against Market- Welcome Home
(25th October to 26th November)
60
Magazine
Choice T2B %
55 Newspaper
TV
50
Online
Online TV
Magazine
TV Poster/billboard
45 Magazine
Magazine TV
Newspaper
40
Poster/billboard Poster/billboard
35 Online
Poster/billboard
Online
30
Newspaper
25
Newspaper
20
25 30 35 40 45 50 55 60 65 70 75
T-mob Customers T-mob Non-Customers PAY Monthly Customers PAY Go Customers
Positivity T2B %
Source: Current Brand Experience (Text Data) n for Welcome Home (25th Oct to 26th Nov) = T-Mob Cust 169, T-Mob non-cust 454, PAYM 255
PAYG 365 / Market average: 45% (Positivity); 40% (Choice)
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39. The popularity of T-Mobile amongst non-customers and
PAYG shifted positively
Welcome Home Brand Image Shift Pre-Post
(Non T-Mobile Customers)
Is a popular brand 8%
6%
Has good customer service
1%
They treat their customers fairly 4%
5%
Reward their customers 5%
4%
PAYG Customers
Deal with customers in an open and honest way 2%
1%
Has a reliable network 4% Non T-Mobile
1% Customers
Is better value f or money than others 3%
5%
Has competitive prices 5%
4%
Has the latest handsets 4%
2%
Has straightf orward pricing 1%
4%
Is a brand that I would be proud to use 4%
6%
A brand I trust more than others 3%
Acts upon advice f rom its customers 5%
2%
Listens to and takes advice from its customers 4%
3%
Source: Pre and Post questionnaires Welcome Home (25th Oct- 26th Nov)
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40. WH Performance
(As of 17th Jan)
6.6m views on Youtube
23,036 ratings from users
( 98% positive / 2% negative)
40k Facebook fans
PayG Sales Performance
Dec achieved 99% of target
From Mid Dec exceeded weekly
target by 30%
PayM Sales Performance
Dec achieved 98% of targets
Retail achieved 104% of its
target
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41. Experience Tracking helps gives us make more
Insightful Decisions…
Media scheduling/laydown
How to optimise Creative
When to rotate copy
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42. Future client challenges
360 campaign evaluation
Advanced analytics
Level of execution
Faster response
Purchase window impact
Calibrating against external data
Integrated research programmes
Proposition v creative vehicle
Transition from Brand to
Experience Tracking
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